主播|刘飞 潇磊
本季由永璞咖啡赞助播出。永璞,让每个热爱咖啡的人,都能轻松喝到一杯好咖啡。
对永璞产品感兴趣的朋友,可在淘宝/天猫搜索「永璞旗舰店」。
![](https://imagev2.xmcdn.com/storages/69a6-audiofreehighqps/7F/17/GMCoOSIHna71ABvCqwHuVXV6.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
本期我们接续前面聊过的海外鞋服品牌,在第一梯队的耐克、阿迪、彪马、匡威这些老大哥之外,还有一众小巨头品牌,我们也是耳熟能详的。
迈克尔·杰克逊跟哪家品牌有历史上惊人的合作?这次合作又怎么把这个品牌搞黄?这些品牌里,是哪家坚持到现在都没有上市?又是哪家曾经有过脚踩阿迪、拳打耐克的光辉历史?
如何理解各种类型鞋品牌的崛起,听完这期,或许会有属于你的结论。说不定,过年换鞋,也能提供一些启发。
坐吧,来杯半拿铁,咱们边喝边唠。
时间轴:
02:16 照例先介绍一下永璞的品牌合作伙伴们
04:24 半拿铁 2023 合作伙伴招募
06:33 第一章:成也广告败也广告——美国古早品牌 LA Gear 的盛极而衰
28:52 第二章:坐不住的街(gai)溜子——斯凯奇的前世今生
49:08 第三章:也当过大王短暂又辉煌——锐步的起起落落
1:13:48 第四章:真 NB 还是假 NB?——New Balance 往事
1:46:28 运动鞋市场总结分析
![](https://imagev2.xmcdn.com/storages/dee6-audiofreehighqps/A1/34/GKwRIW4Hna7TAAQtTQHuVWSV.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
LA Gear 广告海报:
![](https://imagev2.xmcdn.com/storages/7149-audiofreehighqps/28/17/GKwRIaIHna7UAA6aAgHuVWUH.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
![](https://imagev2.xmcdn.com/storages/ee93-audiofreehighqps/8F/C4/GMCoOR4Hna7VAA7g_QHuVWWL.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
![](https://imagev2.xmcdn.com/storages/2679-audiofreehighqps/CC/B3/GMCoOR8Hna7WABeqyAHuVWYI.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
斯凯奇在 1993 年发布的Chrome Dome:
![](https://imagev2.xmcdn.com/storages/b758-audiofreehighqps/5F/A6/GMCoOSAHna7YAAgLugHuVWbO.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
“都教授”穿的斯凯奇的熊猫鞋:
![](https://imagev2.xmcdn.com/storages/7f1c-audiofreehighqps/92/D9/GMCoOSEHna7ZAAZYvwHuVWc7.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
JW Foster 的「著名球鞋:冠军们都在用」广告:
![](https://imagev2.xmcdn.com/storages/dfd3-audiofreehighqps/76/2A/GMCoOSIHna7aAAX0xgHuVWeW.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
1920 年代的 Foster 运动鞋都还是皮鞋:
![](https://imagev2.xmcdn.com/storages/58fb-audiofreehighqps/CF/CE/GMCoOSMHna7bAASPfQHuVWfR.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
锐步的徽标演变:
![](https://imagev2.xmcdn.com/storages/879b-audiofreehighqps/5A/82/GMCoOSQHna7cAAEdvgHuVWg_.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
在《异形》当中出现的锐步外星人:
![](https://imagev2.xmcdn.com/storages/4d6a-audiofreehighqps/E2/BA/GMCoOSUHna7dAAxf6gHuVWjQ.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
Reebok Hexride Yao Ming:
![](https://imagev2.xmcdn.com/storages/fafc-audiofreehighqps/98/52/GMCoOSYHna7eAARj7QHuVWlW.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
锐步 Workout 复刻经典款:
![](https://imagev2.xmcdn.com/storages/6af5-audiofreehighqps/86/88/GMCoOScHna7fAAK6TAHuVWm5.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
锐步三角洲 logo:
![](https://imagev2.xmcdn.com/storages/bafe-audiofreehighqps/51/26/GKwRIDoHna7fAAAwkQHuVWo4.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 1960 年推出的 Trackster 运动鞋:
![](https://imagev2.xmcdn.com/storages/f430-audiofreehighqps/15/6F/GKwRIJEHna7gAAMzIwHuVWqT.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
1976 年推出的 New Balance 320:
![](https://imagev2.xmcdn.com/storages/5988-audiofreehighqps/21/CF/GKwRIJIHna7hAAMI5gHuVWrz.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 的 Ma and Pa Balance 系列:
![](https://imagev2.xmcdn.com/storages/1b1f-audiofreehighqps/91/86/GKwRIMAHna7iAAcGYQHuVWtw.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 1300 广告:
![](https://imagev2.xmcdn.com/storages/0217-audiofreehighqps/33/D2/GKwRIRwHna7jABLHsgHuVWwb.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
乔布斯身穿 New Balance 992:
![](https://imagev2.xmcdn.com/storages/6af4-audiofreehighqps/19/AB/GKwRIUEHna7kAAaO6wHuVWzX.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
温家宝身穿 New Balance 99x 系列:
![](https://imagev2.xmcdn.com/storages/e321-audiofreehighqps/F4/04/GKwRIW4Hna7lAAbW6QHuVW1R.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
奥巴马签名款 New Balance:
![](https://imagev2.xmcdn.com/storages/9839-audiofreehighqps/4D/5C/GKwRIaIHna7mAASmKgHuVW3e.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 和加拿大设计师 Justin Saunders 设计品牌 JJJJound 的联名(让大家来评评理的就是这双):
![](https://imagev2.xmcdn.com/storages/9922-audiofreehighqps/C3/3D/GKwRIasHna7nABSlygHuVW59.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 与 Carhartt 的联名款:
![](https://imagev2.xmcdn.com/storages/8ec9-audiofreehighqps/E7/42/GMCoOR4Hna7pAAqcfQHuVW9w.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
New Balance 的网红博主们的穿搭:
![](https://imagev2.xmcdn.com/storages/9d45-audiofreehighqps/03/BD/GMCoOR8Hna7qAAz9cAHuVXAU.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
新百伦领跑的店铺照片:
![](https://imagev2.xmcdn.com/storages/d457-audiofreehighqps/CA/33/GMCoOSAHna7rABfkDgHuVXCG.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
斯凯奇早年广告:
https://www.youtube.com/watch?v=i1W87X90STw&feature=youtu.be
部分参考资料:
Skechers. Wikipedia
LA Gear. Wikipedia
Reebok. Wikipedia
authentic.com
《The L.A. Gear Story》 Dustin Joiner
《Skechers 1 Overview History》Wilson Elizabeth Wood
《Michael Jackson & The Fall Of L.A. Gear》thedetailchannel
《History of Light-up Shoes: Shoes Light-up to Glamour》James Wallace
《20 Things You didn’t Know about Skechers》Garrett Parker
《发力下沉市场 斯凯奇明年计划开700家店》经济观察网
《Skechers 在中国业绩这么好,是因为在“安踏李宁以上,耐克阿迪以下”挤出了市场》好奇心日报
《A Quick History of Reebok》 Marc Richardson
《New Balance: Brand History, Philosophy, and Iconic Products》JAMES SMITH
《New Balance: From Dad to Rad》 THEO COETZER
《21 Things You Didn't Know About New Balance》Andrew Lisa
《50 Things You Didn’t Know About New Balance》MATT WELTY
《联名数量翻倍,2022 年 New Balance 的出镜率暴增》小熊
片尾曲:
Maroon 5 & Christina Aguilera 《Moves Like Jagger》
封面图由 Midjourney 绘制,版权所有©️半拿铁
![](https://imagev2.xmcdn.com/storages/81e6-audiofreehighqps/81/27/GMCoOSEHna7tALbujAHuVXGW.png!op_type=4&upload_type=attachment&device_type=ios&name=mobile_large)
克拉丽塔17824602
我想看看潇磊喜欢的款式是啥样的!
叫我兴仔就好
就新百伦这个领跑老子当年就吃过亏,买了双假的,买回来发现之后假的就回去找他,结果人家不给退,后来发现他店里还有贵人鸟,他店之前是卖贵人鸟的,结果我换了一件卫衣,给我气的
Allen冰
400多,很便宜?![汗](//s1.xmcdn.com/css/img/face/d_han.gif)
听友383725594
现在回力也崛起了……现在穿运动鞋品牌可有的选了
半山渡
听完后五味杂陈啊 12年做NB OT等 18年不玩了