Look at the sections A – D. For which sections are the following headings true? Choose the correct number.

Even Toshisada Nishida and Jane Goodall’s beginning studies observed many surprising features of civilised behaviours among chimpanzees. As shoes became more common in ancient Egypt, the first ones were simple sandals created mainly to protect the soles of the feet from rough surfaces. The easiest way to make shoes in these ancient times was to use materials that were readily available, including tree bark, leaves, and grasses. In ancient Egypt, sandals were made of rushes, which are grassy plants with hollow stalks. Rushes are the same plants used today to make chair bottoms, mats, and baskets. Keller, K., & Lehmann, D. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759. Williams, P. (2018). Pharrell: A fish doesn’t know it’s wet. New York: Rizzoli International Publications.

Kozinets, R. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. Assistant Professor, Textiles and Apparel, Technology and Management Department, North Carolina State University, 1000 Main Campus Drive, Raleigh, NC, 27606, USA The major change in shoes over the last century has been the use of materials other than leather. Humphrey O’Sullivan invented the first rubber heel for shoes in 1898. Rubber heels were popular because they lasted much longer than heels made of leather. The use of rubber soles came next. The first rubbersoled shoes were called plimsolls, and they were manufactured in the United States in the late 1800s. Choose NO MORE THAN TWO WORDS AND/OR A NUMBER from the passage for each answer. Write your answers in boxes 24-27 on your answer sheet.

Chad:… the Hypebeast, they call it. They are like hype over shoes, not really knowing the true history of a shoes. They buy them just to resell them and overcharge [people]. During these primary studies, as the chimpanzees became more and more accustomed to close observation, the remarkable discoveries emerged. Researchers witnessed a variety of unexpected behaviours, ranging from fashioning and using tools, hunting, meat eating, food sharing to lethal fights between members of neighbouring communities.

A footfall is often attributed to a crowd of people walking or marching. We use “footfall” to denote the action of someone’s “foot” “falling” to the ground and creating a loud noise as they move.

This notion of wanting to fulfill a material desire from childhood is akin to the concept of social identity. That is, children use possessions to signal pertinent aspects of their identity both to themselves and peers (Chaplin et al. 2019). Findings from this study show that the material possession of sneakers and certain nostalgic sneaker brands allow Sneakerheads to express their identities in an outward way. This material possession then solidifies their place in the community, while allowing them to capture the essence of the sneaker culture of the past. Marketers may want to capitalize on this idea by including nostalgic images of sneakers in their advertisements to evoke a reference to this aspect of the Sneakerhead identity. This theme relates to the social identity theory in that participants identify with the sneaker based on the athlete, musician, or figure they seek to emulate. In that same token, by owning the shoe that is worn by that figure, their identities are then further shaped as they connect to the sneaker brand. This is especially true for the Jordan brand, as Michael Jordan is an athletic icon that generations have admired for years and is still relevant today given the recent success of the 2020 ESPN documentary series on Michael Jordan entitled The Last Dance. To further connect the Jordan brand with the shoe’s icon, Jordan brand marketers may want to feature ads that include montages of older Sneakerheads discussing their experiences watching Michael Jordan perform in his namesake sneakers during his early years, and how the nostalgia of that image connects to the love of the sneaker brand. This may also help to appeal to the younger Sneakerheads by including the historical context of the shoe.Rebecca Shawcross, Senior Shoe Curator, Northampton Museum and Art Gallery, author of Shoes: An Illustrated History