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  • Tech billionaires wear them,

    科技界的億萬富翁們都穿著它們。

  • babies wear them,

    嬰兒穿著它們。

  • even the US vice president is a fan.

    甚至美國副總統也是一個粉絲。

  • Sneakers. Trainers. The tennis shoe.

    運動鞋。訓練鞋。網球鞋。

  • Whatever you want to call them, they're everywhere -

    無論你怎麼稱呼它們,它們無處不在 --

  • maybe even on your own feet right now.

    也許現在就在你自己的腳上。

  • Tens of billions of pairs are manufactured every year.

    每年生產幾百億對。

  • The biggest athletic shoe companies make more in revenue

    最大的運動鞋公司的收入更多

  • than the GDP of some countries.

    比一些國家的國內生產總值還要高。

  • So how did a piece of rubber, leather and canvas

    那麼,一塊橡膠、皮革和帆布是如何做到的呢?

  • become such big business?

    成為這樣的大生意?

  • Let's go back to the late 19th Century.

    讓我們回到19世紀末。

  • New sports like croquet and tennis required new footwear

    新的運動如槌球和網球需要新的鞋類

  • to protect the grass lawns they were played on.

    以保護他們所玩的草地。

  • Not long after, sneaker brands started to appear.

    不久之後,運動鞋品牌開始出現。

  • Converse's most famous shoe, the All-Star, made its debut in 1917.

    匡威最著名的鞋子,全明星,在1917年首次亮相。

  • Two of the biggest names in the sneaker game, Adidas and Puma,

    運動鞋遊戲中最大的兩個名字,阿迪達斯和彪馬。

  • were each founded by a German brother.

    都是由一個德國兄弟創立的。

  • Adi and Rudolf Dassler

    阿迪和魯道夫-達斯勒

  • got together in the 1920s

    在20世紀20年代走到了一起

  • to make athletic shoes.

    製作運動鞋。

  • The Dassler brothers capitalised on something that's common sense today.

    達斯勒兄弟利用了一些在今天看來是常識的東西。

  • If you want people to buy your shoes, get someone famous to wear them.

    如果你想讓人們購買你的鞋子,那就找一個有名的人穿上它。

  • That person was US Olympian Jesse Owens.

    這個人就是美國奧運選手傑西-歐文斯。

  • But Owens, a black athlete,

    但是歐文斯,一個黑人運動員。

  • was set to compete at the 1936 Olympics in Berlin

    準備參加1936年的柏林奧運會。

  • at a time when Adolf Hitler and the Nazis

    在阿道夫-希特勒和納粹的時候

  • were firmly in control of Germany.

    牢固地控制了德國。

  • The Dassler brothers who, along with many German industrialists,

    達斯勒兄弟與許多德國工業家一起。

  • had joined the Nazi party, took a risk in approaching Owens.

    他曾加入納粹黨,冒著風險接近歐文斯。

  • The risk paid off when Owens went on to win four gold medals.

    這一風險得到了回報,歐文斯後來贏得了四枚金牌。

  • It was an incredible coup -

    這是一個令人難以置信的政變 --

  • a black man upstaging Hitler's racist ideology on the world stage.

    一個黑人在世界舞臺上顛覆了希特勒的種族主義意識形態。

  • And he was wearing Dassler shoes.

    而且他還穿著達斯勒的鞋子。

  • After the war, the brothers split, each to form their own company -

    戰後,兄弟倆分道揚鑣,各自組建自己的公司------。

  • Adi set up Adidas and Rudi, Puma.

    阿迪設立了阿迪達斯,魯迪設立了彪馬。

  • In fact, Adidas is an amalgamation

    事實上,阿迪達斯是一個混合體。

  • of its founder's first and second names, Adi and Dassler.

    其創始人的第一個和第二個名字,阿迪和達斯勒。

  • His brother Rudi tried the same trick, and called his brand 'Ruda'

    他的兄弟魯迪嘗試了同樣的伎倆,並將他的品牌稱為 "魯達"。

  • before realising that it didn't roll off the tongue.

    然後才意識到這句話並沒有從嘴裡說出來。

  • But the story of sneakers is not just about

    但運動鞋的故事不僅僅是關於

  • finding the right name for your product.

    為你的產品找到合適的名字。

  • It's also about marketing.

    這也是關於市場營銷。

  • Nike sold huge numbers of shoes during the jogging boom of the 1970s.

    在20世紀70年代的慢跑熱潮中,耐克銷售了大量的鞋子。

  • But when they wanted to move beyond running,

    但當他們想超越跑步時。

  • they needed something extra special.

    他們需要一些特別的東西。

  • And they found it in basketball legend Michael Jordan,

    而他們在籃球傳奇人物邁克爾-喬丹身上找到了這種感覺。

  • making him the biggest athletic spokesperson of all time.

    使他成為有史以來最大的運動員代言人。

  • The Nike-Jordan partnership was a huge success

    尼爾-喬丹的合作關係是一個巨大的成功

  • generating more than $100 million in sales in its first 12 months,

    在最初的12個月裡,它的銷售額超過了1億美元。

  • rising to an incredible $3.6 billion,

    增長到令人難以置信的36億美元。

  • or around £2.6 billion, in revenue in 2020.

    或約26億英鎊,在2020年的收入。

  • Nike was also adept at spotting other opportunities.

    耐克也善於發現其他機會。

  • Did you know they paid just $35, or roughly £284, in today's money

    你知道嗎,他們只支付了35美元,或大約284英鎊,以今天的貨幣計算

  • for their famous Swoosh logo?

    為他們著名的Swoosh標誌?

  • And that the famous Nike sloganJust Do it

    還有那句著名的耐克口號 "Just Do it"

  • was inspired by the last words, “Let's Do it”,

    靈感來自於最後一句話:"我們來做吧"。

  • of murderer Gary Gilmore prior to his 1977 execution?

    謀殺犯加里-吉爾莫在1977年被處決前的照片?

  • It's not just athletes - and death row inmates -

    不僅僅是運動員--和死囚--的問題。

  • who inspire us to wear sneakers.

    激發我們穿運動鞋的人。

  • In the mid-80s, hip-hop group Run-DMC signed a landmark deal with Adidas

    80年代中期,嘻哈組合Run-DMC與阿迪達斯簽訂了一份具有里程碑意義的協議。

  • paving the way for many more lucractive partnerships

    為更多有吸引力的夥伴關係鋪平道路

  • between shoe makers and artists.

    在製鞋師和藝術家之間。

  • Today, Kanye West and Rihanna each have their own line of sneakers.

    今天,坎耶-韋斯特和蕾哈娜都有自己的運動鞋系列。

  • And they're worth big bucks.

    而且它們價值不菲。

  • West's collaboration with Adidas, the Yeezy sneaker line,

    韋斯特與阿迪達斯的合作,即Yeezy運動鞋系列。

  • was valued at over £1.2 billion in 2019 .

    2019年的估值超過12億英鎊。

  • But what does our appetite for all these shoes mean for the world?

    但我們對所有這些鞋子的胃口對世界意味著什麼?

  • Environmentally they are something of a disaster.

    在環境方面,它們是一場災難。

  • A single shoe can contain 65 different parts,

    一雙鞋可以包含65個不同的部件。

  • and hundreds of different processing steps.

    和數百個不同的處理步驟。

  • As you can imagine, our shoes stick around in landfills

    你可以想象,我們的鞋子在垃圾填埋場停留了很久

  • long after we've thrown them away.

    在我們把它們扔掉之後的很長一段時間。

  • A rubber sole might take 80 years to biodegrade.

    一個橡膠鞋底可能需要80年的時間來進行生物降解。

  • Plastics and synthetics take hundreds more.

    塑膠和合成材料要多花數百元。

  • Several sneaker companies are experimenting

    一些運動鞋公司正在進行試驗

  • with recycled materials and more sustainable production methods.

    使用回收材料和更可持續的生產方法。

  • But the legacy of our love affair with sneakers

    但是,我們對運動鞋的熱愛所留下的遺產

  • will be with us for many, many years to come.

    將在未來的許多年裡與我們同在。

Tech billionaires wear them,

科技界的億萬富翁們都穿著它們。

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運動鞋的驚人歷史 | BBC創意 (The surprising history of sneakers | BBC Ideas)

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    Summer 發佈於 2021 年 06 月 10 日
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