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The Guardian - UK
The Guardian - UK
World
Rafael Behr

Massive global brand sells out to, er ... other massive global brand

Presumably ultra-fashion-conscious teenagers have a bit of a dilemma on their hands now that Adidas is planning to buy Reebok. I can't claim to know much about footwear identity politics, but I'm pretty sure your average playground poseur has a strong view on the relative merits of the German trainer as opposed to its American rival. Are their prides of hooded lioncubs angrily burning their shoes in disgust? Is this the 21st century streetwear equivalent of Bob Dylan releasing records through Starbucks or Dennis Hopper advertising cars? Almost certainly not. But it would be nice if a handful of the head-to-toe sports branded kids around my neck of the woods took this opportunity to clock that trainers are - guess what - pretty much all the same.

Rant over.

Pauses to remember plain black gym plimsolls and Dunlop Green Flash.

How old do you have to be to be an old git?

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