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ennis shoes have gone from being footwear for kids to become one of the most popular types of shoes worn today. The people who design this fancy footwear have become in demand stars in their own right. With fans from every avenue of popular culture, from Hip Hop music to extreme sports. Everyone wears sneakers from moms to gamers to busy corporate executives. The first sports footwear were actually called croquet footwear because they were worn by the wealthy of the late 1800s to play the popular lawn game they got their name from. The first croquet footwear were much too expensive for the average person to afford. As technology and sports advanced so did athletic footwear. The manufacturers of today no longer make shoes for playing sports as an offshoot of their primary business. The sneakers are the primary business. Billions are made each year from sneaker sales. The more mainstream designs come from teams of college educated fashion designers, researchers and engineers who spend hundreds of man hours testing and tweaking their products. Sneaker design is big business. And big money for the designer or team of designers that creates a great new product. Todays sports footwear wearers are business leaders, politicians, artists, entertainers, educators and religious leaders. Walk into any grade school, high school, college, university or trade school and you will see the majority of the students wearing sneakers. It is not uncommon to see doctors and nurses walking the halls of hospitals wearing scrubs and sneakers purely for the comfort factor. Tennis shoes were once relatively inexpensive and many still are. But having become very popular they can cost a great deal of money. The research that goes into the higher end pairs can be extensive. The athletic shoe industry employs scientists, doctors, podiatrist, athletes and many others to continually improve their products. The competition is fierce but the rewards are great. The ease of use and comfort sneakers provide the wearer make them popular with every generation. The young, old and everyone in between wear tennis shoes. The rubber soles do not slip on wet sidewalks and the soft durable uppers help ease foot pain. Each year sneaker companies introduce new styles in a myriad looks, colors, textures, weights and heights. Sales are not waning, but increasing. In some cases endorsement deals for athletes are more lucrative than actually playing their sport. A big chunk of this revenue comes from doing sneaker commercials. Satisfied consumers have made tennis shoes a worldwide staple. Another key is public tastes. Once a particular pair becomes popular among the masses, sales increase. Word of mouth, better known as street credibility is a vital part of the athletic shoe phenomenon. Marketers understand how to manipulate the cool factor. Not all footwear are created equal and no amount of marketing can guarantee the success of an inferior product. The manufacturers of tennis shoes have elevated the success of their products through the intelligent use of science and marketing.