Byline: The Central New Jersey Home News (New Brunswick, NJ) Sept 21, 1983
Introduction
The 80s marked a significant shift in men's footwear, with traditional wingtips and hard-soled shoes making way for a new trend. As men embraced a more casual style, running shoes and lightweight, cushioned footwear became the go-to choice. This article delves into the changing market for men's shoes in the 80s, highlighting the rise of casual cool kicks and athletic shoes.
Image: Vintage 80s men's shoes 1985 (5)
How the Market Was Changing
Michael Kerstein, an observant shoe store owner, noticed a fascinating trend in the footwear scene. Men were ditching traditional shoes with hard soles in favor of well-padded running shoes and what Kerstein called "casual shoes" - footwear that combined the comfort of running shoes with a more traditional appearance. Kerstein believed he had stumbled upon the next big trend in men's shoes.
Image: Vintage 80s shoes for men from 1985 (8)
The entire shoe industry, especially running shoe manufacturers, shared Kerstein's belief. Faced with a decline in jogging shoe sales, these companies saw the casual shoe market as their key to sustained growth. Running shoe giants like Nike Inc. saw immense potential in the athleisure market, where their products were being used for non-athletic purposes.
Creating Success with Casual Shoes for Men
Image: Vintage 80s shoes for men from 1985 (9)
Among the companies spearheading the casual shoe movement was the Rockport Co. Despite being relatively small with $21 million in sales, Rockport was leading the way. Bruce Katz, the company's president, pointed out that comfort, not just running, had always been the driving force behind running shoe sales. Consumers who experienced the comfort of running shoes were unwilling to compromise on conventional footwear.
Rockport's solution was the Rocsport, a shoe that combined the casual look of traditional shoes with the comfort features of running shoes. Its lightweight and shock-absorbent midsole, Vibram sole, and cushiony support system made it a hit among consumers. The Rocsport became the best-selling mail-order shoe in the market, leaving retailers wanting more.
Image: Vintage 80s shoes for men from 1985 (7)
New Footwear for More Than Just Running
As Rockport's success soared, running shoe manufacturers saw a decline in non-running use of their products. It was essential for them to tap into the casual shoe market. Etonic, New Balance, and Converse, among others, began marketing their casual shoes as an extension of their running shoe lines. Building on their reputation for performance footwear, they aimed to convince consumers to embrace their regular shoe offerings.
Image: Vintage 80s shoes for men from 1985 (3)
Nike, known for its dominance in running shoes, introduced the Nike Air Casual. Incorporating the same air cushion insole found in their basketball and running shoes, Nike aimed to provide something unique in the casual shoe market. However, marketing the concept of "air" proved to be a challenge since conventional shoe buyers were less familiar with the technology.
Despite the competition, Rockport continued to innovate, introducing new lines such as the Dress Rocsport that combined the comfort of running shoes with the elegance of penny loafers. The company's advertising and marketing budget witnessed a significant increase to solidify its position as a leader and innovator in casual shoes.
Image: Vintage 80s shoes for men from 1985 (4)
In conclusion, the 80s witnessed a shift in men's footwear preferences, with casual cool kicks and athletic footwear becoming increasingly popular. Traditional shoes took a backseat as men embraced the comfort and style of running shoes in various social environments. Rockport, with its Rocsport line, led the way, while running shoe manufacturers scrambled to enter the casual shoe market. This era marked a fascinating chapter in men's shoe fashion and left a lasting impact on the industry.
Cover image: Shoes for men from the 1983 JC Penney catalog
