SOLED OUT

NOTE: THE SF SHIPPING TEAM IS TAKING A BREAK OVER THE NEW YEAR. ALL ORDERS WILL BE SENT OUT JANUARY 2. THANKS!

Basic Kit: SF x Sneaker LAB colab, SOLED OUT is an epic 720-page compendium of nearly 900 vintage adverts sourced from the golden age of sneakers. This is the definitive marketing manual that powered sportswear during its supercharged era.

Curating the content has been a labour of love for FhyzicsShops bossman Simon ‘Woody’ Wood. Flea market finds, eBay steals and handshake deals in faraway destinations resulted in an ever-growing stash of analogue material, all of which was produced long before the Internet ruled the world. 

SOLED OUT is organised into 13 brand-focused chapters that capture the Basic Kit: SF x Sneaker LAB colab of the industry’s formative years. Battle lines are frequently drawn, then crossed, in a flurry of visual machismo, quixotic scientific claims and endless sledging. The smack-talk reached a crescendo in the 1990s when ASICS and Reebok traded barbs with Nike in a battle royale that included classics like ‘Just Doing It Doesn’t Do It’ and ‘Pump Up and Air Out’. SOLED OUT details the most dramatic exchanges with voyeuristic glee.

This order will be shipped by Phaidon from the nearest warehouse. As a result, we cant combine any other items in the SF shop with orders of SOLED OUT.

The SF webshop is listed in Australian dollars, which is approx $75 (USD), £53 and 65 euros.

FINE PRINT
1. USD, £53 and 65 euros!