Rod Laver has as much tennis sneaker cache as anyone in the game,
even Stan Smith, his contemporary. Both players, active in the 1960s and
1970s, earned shoe endorsements from Adidas and both played in
signature models bearing their name and likeness. And both sneakers
still live on to this day.
"My only rivalry with Stan was on the court," Laver says. "Off the court we were great mates and shared lots of fun at Adidas promos over the years. I like to joke with him that only one of our shoes has a stadium named after them."
Laver, the only player to win the calendar Grand Slam on two separate
occasions, is the namesake of not only an Adidas sneaker since 1970,
but also Australia's largest tennis venue, Rod Laver Arena, since 2000.
After more than 50 years of having a signature Adidas shoe—longer than
Smith, since Smith's Adidas shoe was originally the Robert Haillet
before switching names in the '70s—Laver still remembers Adidas' Horst
Dassler wanting to push the brand further into the sport, beyond just
what they were doing with Haillet.
"The Adidas team wanted to create a 'General Motors'
range of signature model shoes for the U.S. market," Laver says. "Horst
invited Stan Smith and me to join the project." Laver says the
relationship became official at the French Open in the late 1960s, but
he had a few pointers for the brand.
"I felt that the design of the common tennis shoe could be improved," he says. "Canvas uppers suffered from daily clay court use. The clay would stick to the shoes and quickly discolor. I suggested that a non-stick material like a nylon mesh would improve the performance and the daily presentation of a sports shoe. That's the genesis of the Adidas Rod Laver model."
By adding extra width and a nylon mesh, Laver says it was both more
comfortable and dynamic. The lightweight mesh, especially compared to
the harder leather of the days, added to the design. "Nylon mesh was the
New Coke," Laver says.
Next, the team worked on heel design, with Dassler ensuring the styling emphasized the structural improvements. With that all dialed in, marketing took over. At that point, shoes were still largely named after the company, but Adidas had started dabbling more in athlete endorsements, so the Rod Laver model was truly born.
Over the next 50-plus years, the Adidas Rod Laver expanded its color and material offerings to become visible on and off the court. "The sports shoe was becoming a statement," Laver says. "It makes me proud that a retro tennis shoe is still being picked up by young people. I guess all fashion is cyclical, but I'm pretty sure we won't see wooden rackets enjoying the same revival."
Laver says he owns about 25 pairs of his shoes, including golf and
dress varieties. He also keeps some to give as gifts. "People always
comment on my shoes and sometimes get a surprise when they notice my
shoes first and then find out that it's me wearing them," he says.
"These days I get stopped for selfies, particularly at the Grand Slams,
and the players always comment when they notice."
Source: Forbes