Woody’s Decade-Making Sneaker Journey

Sneaker enthusiasts and casual readers alike are in for a treat as Sneaker Freaker founder Woody unveils his latest masterpiece, „SOLED OUT.“ In this exclusive interview, Woody reflects on the decade-long journey of curating nearly 900 vintage ads spanning 720 epic pages, making SOLED OUT the biggest and heaviest sneaker book ever released.

# *The Power of Print: Beyond Shoe Sales*

For Woody, the ‚power of print‘ isn’t just about selling shoes; it’s a nostalgic journey through the golden era of sneaker advertising. These ads, carefully curated in SOLED OUT, served as more than mere sales tools. They are an intoxicating incubator of memories, capturing the essence of the 20th-century sports industry in grandiose prose and muscular images.

# *Genesis of SOLED OUT: From Magazine Lover to Book Creator*

Sneaker Freaker, born in 2002 as a quest for free shoes, evolved into Woody’s ambitious venture. The concept of SOLED OUT emerged organically as Woody built up a vintage advertising collection for magazine features. What started as a lark became a colossal project, celebrating not just sneakers but the evolution of advertising, graphic design, copywriting, photography, typography, and professional sports.

# *Acquiring the Ads: A Global Treasure Hunt*

With almost 900 ads featured in SOLED OUT, Woody shares the extensive process of acquisition. Scanning ads from his personal collection, acquired from eBay and flea markets, and buying from collectors in the US and Germany, Woody navigated the delicate balance between completism and project pragmatism. The result is a visual feast that leaves room for future editions.

# *Selection Process: Crafting a Narrative*

Determined to keep the ads related to athletic performance footwear, Woody’s selection process was meticulous. Running, tennis, and basketball took center stage, excluding cleats-bound sports. The ads from the ‚golden era‘ stood out with their puns and charming naivety, creating a nostalgic reflection on a bygone era of advertising.

# *The Timeline: A Puzzle Solved Over Decades*

Creating a 720-page book wasn’t an overnight endeavor. Woody’s journey involved discovering an early draft on a Blu-ray Disc from 2009, making the process a 20-year odyssey. The meticulous organization of 900 images felt like solving a giant puzzle, thanks to the dedication of designers Terry Ricardo and Tim Daws.

# *Industry-Altering Moment: Nike’s Air Max Revolution*

Reflecting on the industry-changing moments, Woody highlights the introduction of visible Air cushioning in Nike’s Air Max runner by Tinker Hatfield. This groundbreaking move not only recalibrated the industry but also set Nike on a trajectory to dominance. The Air Max ads showcased the ‚Shock‘ value of design, paving the way for a franchise that has sold hundreds of millions of pairs.

# *Comparative Advertising: Competitors in One Frame*

SOLED OUT doesn’t just celebrate successes; it sheds light on the battles through comparative advertising. Competitors like ASICS, New Balance, and Reebok took shots at Nike, creating an era of bold, confrontational marketing that fueled industry competition.

# *Underrepresented Women: A Reflection of the Times*

The ads in SOLED OUT reflect the hyper-masculine nature of the sneaker industry from the ’70s to the ’90s. While the Reebok Freestyle stands out as a female-specific moment, the lack of female visibility in ads is a poignant reflection of the industry’s historical disposition.

# *Political Intrusions: Reagan, Khrushchev, and Sneakers*

Surprisingly, SOLED OUT features ads with political figures like Ronald Reagan and Nikita Khrushchev. This seemingly odd inclusion reveals a fascinating chapter where politicians were co-opted into sneaker advertising, adding an unexpected twist to the narrative.

# *Controversial Ads: From Playboys to Provocations*

As societal norms evolved, some ads from the golden era would raise eyebrows today. Ads like Joe Namath’s PUMA ad, Travel Fox’s ‚Fox Appeal‘ series, and Nike’s Air Huarache Light ad might not survive public scrutiny in today’s more progressive yet puritanical climate.

# *Futura Font: Typographical Evolution in Sneaker Ads*

The significance of the Futura font in sneaker advertising is woven throughout SOLED OUT. Designed by Paul Renner in 1927, Futura became synonymous with the Swoosh, particularly with iconic taglines like ‚Just Do It.‘ Its integration into sneaker ads showcases its enduring relevance and impact on consumer consciousness.

# *Wieden+Kennedy and Nike: Crafting Sneaker Mythology*

Wieden+Kennedy’s role in Nike’s history is paramount. The agency produced legendary campaigns like ‚Bo Knows‘ and Andre Agassi’s ‚Rock N Roll Tennis.‘ The synergy between Wieden+Kennedy and Nike not only defined Nike’s image but also contributed significantly to the creation of larger-than-life athlete personas.

# *Athletic Icons: From Jordan to Schwarzenegger*

SOLED OUT features an array of iconic athletes from Michael Jordan and Bo Jackson to Arnold Schwarzenegger. Each athlete’s campaign in the book highlights the unique blend of genetic and psychological talents that contributed to the success of the sneaker industry.

# *Humor in Ads: A Forgotten Element*

One surprising revelation from SOLED OUT is the humor embedded in the ads. Beyond the promotion of footwear, the headlines are riddled with puns and sight gags, offering a light-hearted yet insightful glimpse into the sneaker industry’s past. The contrasting approaches of Nike and adidas are akin to the yin and yang of sportswear, maintaining their essence over five decades.

# *Universal Appeal: A Salute to Sneaker Industry Pioneers*

While Sneaker Freaker’s audience will undoubtedly relish SOLED OUT, Woody emphasizes its universal appeal. The book captures the Wild West days of the sneaker industry, where bravado, ambition, and innovation thrived. Dedicated to the advertising pioneers, SOLED OUT goes beyond sneaker promotion, encapsulating an era that shaped a multi-billion-dollar industry.

As SOLED OUT hits shelves worldwide from October 20, 2021, it promises not just a walk down sneaker memory lane but a deep dive into the cultural and creative landscape that birthed an enduring legacy.