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Reebok was meant to be a 'Nike killer.' How the brand lost its No. 1 spot

Reebok was meant to be a 'Nike killer.' How the brand lost its No. 1 spot
retaildive.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from retaildive.com Daily Mail and Mail on Sunday newspapers.

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Sole traders: how sneakers became as collectable as art

To most people they just look like a pair of trainers or sneakers, but for Gerome Sapp the Nike Air Yeezy 1 Prototypes represent a watershed moment in design and modern commerce. “If you’re a sneakerhead, you know that sneaker,” says Sapp. The art market is paying attention, too. The shoes, co-designed by Kanye West and worn by him to the Grammys in 2008, became the most expensive ever sold when Sapp’s company Rares bought them for $1.8m. ....

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