PARALLEL EXAMPLES: A COMPARATIVE STUDY

 

 

By placing the case of Sanjo within a broader perspective, the study includes the observation of parallel examples, including brands that were heavily influenced or even controlled by government in the past and now operate independently. As with the case of Sanjo, such a comparative study investigates and further draws attention to the relationship between the loss of historical memory and the globalization of visual identity.

A few examples were found, enabling the establishing of comparisons between Sanjo and sports shoes brands that have emerged in the uneven, post-war development of capitalism in Europe and China.

These examples are, in order of approximate dates of their original foundation: Zeha (1897, Thuringia, former German Empire/East Germany), Warrior (circa 1927/1935, China), FeiYue (circa 1958, China), Botas (1963, former Czechoslovakia), Tisza (1971, Hungary), and Startas (1976, former Yugoslavia).

Like Sanjo, these brands have in common the fact of having emerged under the influence of authoritarian regimes, of being as popular as the fewest options available in their respective countries of origin, and almost disappeared due the hegemony of global brands since the 1980s and the 1990s. In the recent years, all these brands have been rediscovered due to a nostalgia phenomenon and have been subject to revival.

 

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