Today's sneaker quality compared against their high
cost was examined by ABC's Arnold Diaz on "20/20," who said,
"With the manufacturers' advertising and promotion targeting
teenagers, it's no wonder that the shoe store often becomes
a battle ground -- kids versus parents. The kids want the
latest styles, which are often the most expensive." ABC
conducted an informal sneaker test in which it "measured the
performance of a group of seventh graders in four popular
brands of high-tech sneakers ranging in price from $40 to
$150." Diaz: "The results? There was no significant
difference in speed or jumping ability between the different
brands. Of course, the kids were more interested in how the
sneakers looked." Diaz added that "relief" may be "in
sight" for parents of fashion-conscious kids, since low-
tech, low-priced "alternative shoes" like Vans, Air Walk and
Sketchers are "hot with the hip kids" ("20/20," ABC, 7/10).
MARKET WATCH: In Raleigh, Jumoke Gamble profiles the
sneaker market in NC and writes that "the one constant in
the Triangle this summer is that if it's not Mike, it's not
taking flight." Consumer Russel Long, on signature shoes:
"We are fed up with the over-hyped marketing of players like
Chris Webber and Kobe Bryant. Prove yourself first -- then
I'll buy your sneaker" (Raleigh NEWS & OBSERVER, 7/13).
SONNY CAME HOME? In Providence, Kevin McNamara wrote on
summer basketball camps sponsored by top shoe companies and
focused on adidas' ABCD Camp held at Fairleigh Dickinson
Univ. McNamara added that "industry insiders" say that
adidas Dir of Sports Promotions Sonny Vaccaro is "winning"
the recruitment "battle" against his rivals but at "steeper
and steeper prices" (Providence JOURNAL-BULLETIN, 7/12).
