Just for Kicks

The time that the sneaker was an inconspicuous element in the formula of athletic gear is long gone. In a matter of decades, the sneaker has developed into a regular cultural phenomenon and fashion item that entire generations of youngsters identify themselves with. In the sneaker market, where billions are made globally, the proportions have drastically shifted round: only 20 percent of the shoes are sold to jog or play tennis in; the rest is pure lifestyle. examines the roots of this sneaker revolution and introduces the main innovators and trendsetters. The film goes back to the streets of New York in the 1970s, where it all started, and explains how the phenomenon expanded like lightning across the globe through big names in hip-hop culture. The film has been edited as a music video, with quick transitions, lots of music and short interview fragments. In interviews with rap legends, obsessive sneaker collectors and marketing experts, all issues are addressed: the successful launch of the Adidas brand with Run DMC's hit single , the global campaigns by Nike and other brands, and the stuffed shoe closets of real sneaker freaks.