It is not for the first time that we translate articles for a sneakers & tennis shoes magazine. The magazine is fully dedicated to sports footwear, its history and development, fashion trends, and various events and persons, which are connected, in one way or other, with the “sneaker culture” (where “sneakers” means sports shoes of a kind).
This is an entire cultural layer with its own traditions, measures, slang, and standards of beauty, style, and elegance. “Sneakers” are something in between training (running) shoes and tennis
shoes; they constitute an integral part of the “street fashion”, and are directly connected with music and sub-cultures (such as, for example, hip-hop and hardcore). The period between 2005 and 2009 witnessed a real “sneaker boom”, when almost all young people started wearing sneakers. Today, also, world-famous
footwear brands keep developing new exclusive sneaker designs.
True fans and sneaker-hunters look forward to new collections of author-designed
sneakers with such eagerness and desire that they are ready to stand in a queue long before the opening hour of the shops and to spend a night in the street.
Our translators manage to preserve the vivid and lively language of the articles, which often contain
slang expressions, certain
sport metaphors, word-play or rhymed lines.
