1980년대 ‘프로-스펙스’ 운동화의 디자인문화

Background ‘Pro-Specs’ sneakers were a syndrome in the 1980s. This study focuses on the 1980s, when Pro-Specs was a trendsetter. It is difficult to find micro studies of objects or brands that explain the design culture of this period. This shows the need for related research. In this context, this study aims to examine how a brand shaped its identity in the social and cultural climate of the time by revealing the background and development factors of Pro-Specs sneakers. Methods This study analyzed the discourse of newspaper articles from the 1980s that understand the perception of the topic and the situation at the time. We also analyzed the iconography of Pro-Specs’ advertisements to understand the brand’s orientation. The bimonthly magazine Pro-Specs was used as a complement to this process. Results Pro-Specs developed its unique identity through the following processes and influences. First, Pro-Specs emerged in an atmosphere that demanded domestic brands and actively responded to that atmosphere, acquiring a domestic brand identity. Second, Pro-Specs was able to quickly secure its uniqueness among young people as new consumer groups were formed due to the implementation of school uniform autonomy. Third, Pro-Specs built an ideal image through the mythology of sports. In this process, Pro-Specs actively leveraged patriotism. Conclusions The unique identity and design culture of Pro-Specs sneakers in the 1980s materialized through domestic brands, school uniform autonomy, and the mythology of sport.