Reading Passage with New Words
Make sure to look up the new words:
Sneakers: A Multibillion-Dollar Industry
Accord: harmony: agreement
Corroborate: verify: confirm
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Entrepreneur: someone who starts a new business or arranges business deals in order to make money, often in a way that involves financial risks
Conservative: conformist: traditional
Renegade: traitor
Epitome: embodiment
Radical: extremist: fanatic
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Thrive: flourish: prosper
Supplant: replace
Liberal: open-minded
Defer: delay
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Catastrophic: disastrous
Ominous: ill-omened: gloomy
Intervene: interfere: intrude
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Once used only for sports, sneakers are now everywhere. Urban teenagers, sports figures, and rap stars have changed the lowly athletic shoe to a world cultural symbol and luxury item.
Back in 1964, Motown rocker Tommy Tucker’s hit song “Put on Your High-heeled Sneakers” for “going out tonight” seemed ridiculous. But today high-heeled sneakers are a well-accepted dress-up shoe. In fact, nearly everybody wears some form of sneakers, whether they are at the gym or at a party. Within the business community, there is general accord that sneaker sales are a powerful market force. People buy about $10 billion dollars worth every year, although sales reports can be difficult to corroborate.
Sneakers were invented in 1899, when Humphrey O’Sullivan got a
patent for a rubber heel that could be hardened through a new heating
process. These new heels were more durable than leather ones. The first rubber-soled shoes were produced by Keds, a company that is still in business.
They were called “sneakers” because the heels were so quiet that
wearerscould “sneak up” on other people.
After World War I, the German Dassler brothers started making the
sneakers in their backyard. When Jesse Owens, the African-American
runner, stunned the world by winning the 1936 Olympics, he was wearing Dasslers. The two Dassler brothers separated, and each became a successful entrepreneur. Rudolf started the Puma Company. Adolf became head of Adidas.
For years, sneakers were used only as sports shoes, but slowly, things
began to change. The 1950s were a conservative time with rigid fashions in clothes and shoes.
So people were thrilled when renegade James Dean appeared in the movie Rebel without a Cause wearing sneakers on the street. Suddenly, the shoe was in fashion, and by the 1970s,
People were commonly using sneakers as everyday shoes. Clever promotion turned sneakers into a multimillion-dollar business. In 1980 Philip H. Knight founded a company named Nike, after the Greek goddess of victory, and imported a shoe from Japan. He paid an Oregon artist $35 for the now-famous “swoosh” design. Then he hired Michael Jordan, the epitome of a great basketball player, to promote the shoe, and coined the phrase “Just do it.” Overnight, Air Jordan™ shoes became a sensation.
Local neighborhood traditions also helped to popularize sneakers.
Basketball was, and continues to be, an important sport in urban neighborhoods.
And the new music of rap and hip-hop emerged from these very
same neighborhoods.
Words and music were clever, radical, and at times violent. Neighborhood kids often imitated great basketball players by buying the shoes they wore. No longer just a shoe, sneakers became an
important status symbol. As rap and hip-hop thrived, their music and
fashion spread to the rest of America. What the artists wore was hot!
When a famous Paris fashion house started designing “Ghetto Fabulous” clothes, they became best-sellers. Soon everyone was listening to rap and hip-hop—and wearing sneakers.
Popular musicians celebrated sneakers in such songs as Nelly’s “Air
Force Ones.” Run DMC’s “My Adidas” thanked the company that introduced new sneakers named after their favorite Cadillacs: the Eldorado, Brougham, and Fleetwood. Gradually, sneakers supplanted leather shoes as the most popular footwear in the United States.