My running shoes are nearing the end of their useful life and so last week I wandered into an Adidas store to browse the selection. To my dismay, athletic shoes, at least those made by Adidas, have undergone a drastic style makeover from just a year ago. Whereas previously, the tacky neon styles were reserved mostly for kids and a few pseudo-artsy types, now almost every athletic shoe had neon stripes. Some styles had neon stripes and shoelaces. Some, just the shoelaces. For many, the entire shoe was spray-painted neon.
For adults like me who have no need or desire to dress like a child or appear cool, we are simply SOL. Adidas no longer cares to make shoes for grown-ups. It wants to dress everyone like a child. To try to examine this phenomenon from an isolated viewpoint would be an exercise in frustration. It doesn’t make any sense. Why would Adidas try to alienate a large segment of their consumer base? Yet if we step back and look at their broader cultural trends of the last ten to twenty years, this marketing decision makes all the sense in the world.
The vast program of social engineering being orchestrated by the CIA, Tavistock Institute, Hollywood, and of course advertising agencies, has been trying to infantilize the population, especially adult males. It’s sad to say, but the average adult male today has the emotional and intellectual maturity of 13-year-old. And that’s exactly the way they want it. Dressed in children’s clothing, playing video games all day and speaking with a pre-teen’s vocabulary, adults are now ‘adult’ in name only. They may have the physical bodies of 30-. 40-, 50-, or 60- year olds, but they are content to exist in the inner (and outer) world of a teenager.
It’s beyond me how any self-respecting adult could walk around in these fluorescent shoes. Do they want to dress exactly like their children? The old saying “Who wears the pants in the house?” had a meaning behind it. The adult male figure in the household wore pants while the children wore shorter trousers and this was symbolic. Now of course those symbolic markers have been obliterated. Neon shoes are only one example of this trend and we could add dozens more. Professional sports team jerseys, bling, ill-fitting pants, and just about anything related to hip-hop fashion fall into this category.
In the meantime, I will continue my search for shoes that don’t glow in the dark and look like they were fished out of a nuclear waste dump.