運(yùn)動(dòng)鞋的用途廣泛、款式多樣，還引領(lǐng)著潮流時(shí)尚。你是 “運(yùn)動(dòng)鞋迷（sneakerhead）” 嗎？最初，運(yùn)動(dòng)鞋是專為體育運(yùn)動(dòng)員設(shè)計(jì)的實(shí)用鞋品。而如今它已成為一種時(shí)尚的符號(hào)，產(chǎn)業(yè)價(jià)值數(shù)十億美元。本期節(jié)目聚焦運(yùn)動(dòng)鞋行業(yè)的誕生和發(fā)展。

詞匯：fashion 時(shí)尚

Many of us wear?trainers, or?sneakers?as they are called in American English. They might not seem like anything special, but these items of?footwear?have become an obsession for some people. Get ready to meet the?sneakerheads.

我們中的許多人都穿運(yùn)動(dòng)鞋，或美式英語中所說的運(yùn)動(dòng)鞋。它們可能看起來沒什么特別的，但這些鞋子已經(jīng)成為一些人的癡迷。準(zhǔn)備好迎接球鞋迷吧。

From their beginnings as?practical?footwear for athletes, trainers or sneakers have become big business. They are now a massive part of the global fashion industry, and the sneaker?market?could be worth $120bn by 2026. Trainers started to gain?cultural cachet?in the 1970s due to the popularity of basketball and football in US and UK youth culture, says fashion gallery curator Ligaya Salazar.?Celebrity endorsements?from the likes of Run DMC and Michael Jordan boosted the market through the 1980s and 90s. Brendan Dunne, host of a podcast dedicated to sneakers, describes how, as they became cooler and more expensive, sneakers became?status signifiers.

運(yùn)動(dòng)鞋最初是運(yùn)動(dòng)員的實(shí)用鞋類，現(xiàn)在已經(jīng)成為一門大生意。它們現(xiàn)在是全球時(shí)尚產(chǎn)業(yè)的重要組成部分，到2026年，運(yùn)動(dòng)鞋市場(chǎng)的價(jià)值可能達(dá)到1200億美元。時(shí)裝畫廊館長利加?jì)I?薩拉查表示，上世紀(jì)70年代，由于籃球和足球在英美青年文化中的流行，運(yùn)動(dòng)鞋開始獲得文化聲望。上世紀(jì)八九十年代，Run DMC和邁克爾·喬丹等名人的代言推動(dòng)了市場(chǎng)的發(fā)展。布蘭登·鄧恩(Brendan Dunne)是一個(gè)專門討論運(yùn)動(dòng)鞋的播客的主持人，他描述了隨著運(yùn)動(dòng)鞋變得越來越酷、越來越貴，運(yùn)動(dòng)鞋是如何成為身份的象征的。

While most trainers are made for the?mass market,?limited-edition?pairs are made to?appeal to?those who are looking for something special. Sneakerheads are those who collect?rare?trainers, sometimes paying thousands of dollars for a?pair. Dunne compares it to art collecting, pointing out that they have been sold by major auction houses and are seen by some as an?investment.

大多數(shù)運(yùn)動(dòng)鞋都是面向大眾市場(chǎng)的，而限量版運(yùn)動(dòng)鞋則是為了吸引那些追求特別的人。運(yùn)動(dòng)鞋迷是那些收集稀有運(yùn)動(dòng)鞋的人，有時(shí)他們會(huì)花數(shù)千美元買一雙運(yùn)動(dòng)鞋。鄧恩將其與藝術(shù)品收藏進(jìn)行了比較，指出它們已經(jīng)被大型拍賣行出售，并被一些人視為一種投資。

Trainer?manufacturers?have seen this market for rare sneakers as a good business opportunity and have teamed up with celebrities to produce limited edition pairs. This feeds into the?resale market?for this footwear. Some sneakerheads spend hours camping outside shops to get their hands on the most?desirable?limited editions which they can then?flip?for a huge profit.

運(yùn)動(dòng)鞋制造商將這一稀有運(yùn)動(dòng)鞋市場(chǎng)視為一個(gè)良好的商機(jī)，并與名人合作生產(chǎn)限量版運(yùn)動(dòng)鞋。這就助長了這種鞋的轉(zhuǎn)售市場(chǎng)。一些球鞋愛好者花上幾個(gè)小時(shí)在商店外露營，買到最心儀的限量版球鞋，然后轉(zhuǎn)手就能大賺一筆。

So, an item that started as an everyday functional object for people playing sports can now also be a?high-fashion?item worth thousands of dollars.

所以，一件最初是人們運(yùn)動(dòng)時(shí)的日常用品，現(xiàn)在也可以成為價(jià)值數(shù)千美元的高級(jí)時(shí)尚品。

詞匯表

trainers （英式英語）運(yùn)動(dòng)鞋
sneakers （美式英語）運(yùn)動(dòng)鞋
footwear 鞋類
sneakerhead 運(yùn)動(dòng)鞋迷，癡迷于收集或交易運(yùn)動(dòng)鞋的人
practical 實(shí)用的
market 市場(chǎng)
cultural cachet 文化聲望
celebrity endorsement 名人代言
status signifier 地位的象征
mass market 大眾市場(chǎng)
limited-edition 限量版的
appeal to 吸引
rare 稀有的
pair 一雙
investment 投資
manufacturer 制造商
resale market 轉(zhuǎn)售市場(chǎng)
desirable 渴望得到的
flip （為盈利而）迅速轉(zhuǎn)售
high-fashion 高級(jí)時(shí)裝的

測(cè)驗(yàn)與練習(xí)

1.?閱讀課文并回答問題。

1. What are trainers called in American English?

2. How big could the market for trainers be by 2026?

3. According to the article, when did trainers start to become cool?

4. Which famous people does the article say were important in promoting?sneakers?

5. According to the article, how do some sneakerheads get hold of limited-edition shoes?

2.?選擇意思恰當(dāng)?shù)膯卧~或詞組來完成下列句子。

1. The company hopes to dominate the global?_______ within the next few years.

shop? ? ? ? ? ? ? ? ? ? ? ? ? market? ? ? ? ? ? ? ? ? ? ? ?store? ? ? ? ? ? ? ? ? ? ? ? ?site

2. The clothes people wear can have cultural _______.

weight? ? ? ? ? ? ? ? ? ? ? ?size? ? ? ? ? ? ? ? ? ? ? ? ? ? community? ? ? ? ? ? ? ? cachet

3. Many trainers are named after celebrities because people pay more for products with _______.

items? ? ? ? ? ? ? ? ? ? ? ? ?speeches? ? ? ? ? ? ? ? ? ?endorsements? ? ? ? ? ?meetings

4. Expensive trainers can be a status _______ for some people.

signifier? ? ? ? ? ? ? ? ? ? ?magnet? ? ? ? ? ? ? ? ? ? ? ?sign? ? ? ? ? ? ? ? ? ? ? ? ? ?highlight

5. Limited-_______ sneakers can be very expensive.

number? ? ? ? ? ? ? ? ? ? ?size? ? ? ? ? ? ? ? ? ? ? ? ? ? use? ? ? ? ? ? ? ? ? ? ? ? ? ? ?edition

答案

1.?閱讀課文并回答問題。?

1. What are trainers called in American English?

They are called 'sneakers' in American English.

2. How big could the market for trainers be by 2026?

The trainer market could be worth $120bn by 2026.

3. According to the article, when did trainers start to become cool?

Trainers started to gain cultural cachet in the 1970s.

4. Which famous people does the article say were important in promoting sneakers?

Celebrity endorsements from the likes of Run DMC and Michael Jordan boosted the market through the 1980s and 90s.

5. According to the article, how do some sneakerheads get hold of limited-edition shoes?

Some sneakerheads spend hours camping outside shops to get hold of limited-edition shoes.

2.?選擇意思恰當(dāng)?shù)膯卧~或詞組來完成下列句子。

1. The company hopes to dominate the global?market?within the next few years.

2. The clothes people wear can have cultural?cachet.

3. Many trainers are named after celebrities because people pay more for products with?endorsements.

4. Expensive trainers can be a status?signifier?for some people.

5. Limited-edition?sneakers can be very expensive.

文章來源BBC，侵權(quán)上，本文僅用于英語學(xué)習(xí)。