Sneaker deals and athletes makes perfectly good sense. Sneakers aka gym shoes aka tennis shoes are required by almost every athlete from the peewee softball player to the 40 something man who plays pickup games at the Y. At some point hip hop co-ops the sneaker culture and the term sneaker head becomes a thing.
“This thing that I did had not existed before, and I am one of many where I come from. It ended up being called hip-hop, taking the drum break from pop, rock, jazz, blues, funk, disco, R&B, and using duplicate copies of records. I would take one section and repeat it over and over again. This self-made music bed served for the break-dancers, and later, for the MC’s.”