CHRISTMAS DAY SHOE HYPE

Anyone of a certain age will remember being so hyped on getting a shoe with Visible Air, a Pump device or Torsion bar, that they put it by their bed and looked at it before they went to sleep, or — in my case — placed it on a dresser so it was within my peripheral vision during a family dinner. Oddly, people of the same age are the ones complaining that everyone’s into shoes these days. Compared to back in the day, nobody is into shoes in 2015. My whole family seemed to be preoccupied with Nike, Reebok and adidas in the late 1980s. The difference wasn’t necessarily quality, but the packaging and presentation then — you got hang tags and a little owner’s manual that made the wild pricing seem a little more justified. But you weren’t buying multiple pairs a month — you might be lucky if you consolidated clothes funds with a birthday, or asked Santa really, really nicely. Then you might get a pair of incredibly expensive shoes, because, proportionally, (I remember the first wave of Air Max being 64 quid around 27 years ago, and they sure as hell weren’t real suede), while a pair of reissued AM1s isn’t cheap, I’m not sure that they’re as expensive as they used to be — is 32 quid inflation over three decades proportional to other things? Then again, I recall an Atari ST being so pricey then, that it was way out of present bounds, with an RRP that’s more than most computer or consoles now. Salutes to JG Carver, who upped a video on YouTube of him losing his mind over receiving a pair of Air Max 1 on Christmas day 1987, hyped on the Nike Air name before having a seasonal seizure on realising which shoe it was. When was the last time you got this amped about anything, let alone a shoe? Not even kids who’ve run the gauntlet of grabbing XIs in late December at some ultra sketchy mall demonstrate this kind of Christmas cheer.