The 80′s was a time to wear in loud and proud. It had done so only a decade earlier with disco and a decade earlier still with Motown. Politics, culture and counter-culture would pay their past as a happy go lucky 70′s made their way for a dog eat dog 80′s.
This money culture was echoed in fashion with trends such as gold chains, real furs, expensive leathers and of course the all important trainers. The need for a choice more underground than the usual mainstream protagonists opened up a whole new market.
SPX soon realised the power of endorsement and decided to use their marketing to promote a certain Lennox Lewis in his WBC heavyweight title clash with Frank Bruno.
SPX’s big performer during the 80′s was the ‘Street Slam’. And this shoe forms the centerpiece of what the new range is based upon. Whereas in the 80′s it would have had to fight for sight with the large logos of the decade, today it has the stand out to bout the competition into touch.
Read an interview with Mike Rhodes, Design & Marketing Director, HERE.