DJ Ace and Nicholas Smith to unbox the origin of sneaker culture in new BBC Sounds podcast, Sneakernomics

New nine-part podcast series Sneakernomics will launch as a box set on BBC Sounds on May 14

WEBWIRE – Friday, May 7, 2021

I was really excited to be involved in the making of this programme. I’ve had a love affair with trainers since I was a teen so it’s been really interesting to learn their origin stories.”
— Ace

Presented by Nicholas Smith, author of Kicks: The Great American Story Of Sneakers, and BBC Radio 1Xtra presenter Ace, listeners will hear about the evolution of sneakers – from humble beginnings to becoming one of the most iconic cultural objects of our time.

Sneakernomics looks at the origination of some of the world’s biggest brands – including the stratospheric rise of Puma, Adidas, Vans, Nike, Reebok – which shaped leisure into a multi-billion dollar industry. From how the brands battled it out on the world sport stage to sponsorship deals and celebrity culture, the battle to be number one is a story of invention and enmity.

Ace says, “I was really excited to be involved in the making of this programme. I’ve had a love affair with trainers since I was a teen so it’s been really interesting to learn their origin stories.”

The Radio 4 podcast will also share tales of fierce competition and rivalry that changed the course of sport and fashion. The series will include a mix of interviews and fiction inspired by the mavericks, hustlers and dreamers behind the shoes, with dramatisation written by multi award-winning playwright and screenwriter Al Smith.

Nicholas Smith says, “Listeners will get to hear directly from those who shaped the why and how of the shoes we wear today. The dramatic moments put listeners right in the middle of the action of key moments of sports history, whether it’s in the locker room during a tense halftime, in the boardroom during a decisive negotiation or in the small quiet moments that create very large ripples. Even if you’ve never given sneakers much thought before, this podcast illuminates the world we live in today.”

Produced by Sasha Yevtushenko, producer of Radio 4’s Fake Heiress.

All episodes will be available on BBC Sounds 14 May and on BBC Radio 4 Extra weekly from 16 May 11am. 

EO

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