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AJ球鞋热度不再
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AJ球鞋热度不再
几年前，球鞋是最时髦的鞋履款式。橡胶底的球鞋，就是运动员穿的那种，踏上了T台，也走进了公司走廊。 
双语精读
On the back foot
渐落下风
A few years ago trainers were the footwear du jour. Rubber-soled shoes, the kind sported by sportsmen, strode down catwalks and corporate corridors.
几年前，球鞋是最时髦的鞋履款式。橡胶底的球鞋，就是运动员穿的那种，踏上了T台，也走进了公司走廊。
Patrons queued for hours to get their feet into the latest pairs and flocked to websites and auction houses to bid on trendy styles. Today the queues outside trainer stores are shorter and less frequent.
顾客们排上好几个小时的队，只为穿到最新款式，或者蜂拥至各大网站和拍卖行竞拍潮流款。如今，球鞋店外的排队人数更少，排队情况也更不常见了。
Styles of trainers (or sneakers, as they are known outside Britain) that once sold for more than quadruple their retail price, such as limited-edition Air Jordan 1s and chunky Yeezys, are being offered at a discount.
曾经售价超过零售价四倍的球鞋款式（在英国以外叫做sneaker，即运动鞋），比如限量版AJ1和厚底Yeezy，现在正在打折出售。
Interest in sneakers surged during covid, when people were stuck inside in slippers and had free time to browse collectible items such as wine and watches online. With offices and schools closed, shoppers sought more casual forms of footwear.
疫情期间，人们对球鞋的兴趣激增，当时人们穿着拖鞋被困在家中，有了空闲时间在网上浏览各种可收藏的物品，比如葡萄酒和手表。随着办公楼和学校关闭，购物者们开始寻求更休闲的鞋款。
Youngsters became especially fond of sneakers, filling their wardrobes with pairs to match every outfit. The pandemic also disrupted supply chains, which made sneakers scarce and inflated prices.
年轻人变得特别喜欢球鞋，会在衣柜里放上好几双，用来搭配不同的衣服。疫情还扰乱了供应链，导致球鞋稀缺，价格飞涨。
The end of pandemic-era "sneakermania" is not the only reason rubber soles seem less trendy. Brands restricted supply before covid, using limited-edition "drops" to create excitement around specific lines.
疫情时代"球鞋热"的终结并不是橡胶鞋底的球鞋显得过时的唯一原因。疫情前，各大品牌就采取了限制供应的策略，通过限量版"新品发售"来为特定产品线营造热度。
But recently they have pumped out lots of product, even restocking once-rare styles prized by collectors, says Dylan Dittrich, author of "Sneakonomic Growth", a book about sneaker collecting. Although this strategy can pump up sales, it lowers demand and pushes prices down.
关于球鞋收藏的《球鞋经济学增长》一书的作者迪伦·迪特里希表示，最近各大品牌大量出货，甚至重新补货了一些曾经稀有、深受收藏者追捧的款式。虽然这一策略能提振销量，但也会降低需求，压低价格。
Counterfeits have also come on in strides. On Reddit, a social-media site, shoppers praise the high quality of sneaker "reps", or replicas. Nike's limited-edition collaborations with Travis Scott, a rapper, are among the most counterfeited shoes in the world; buyers report that fakes are 99% accurate.
假货也在大步前进。在社交媒体Reddit上，购物者们纷纷称赞"高仿"运动鞋的高品质。耐克与说唱歌手特拉维斯·斯科特联名的限量款球鞋是全球被仿冒最多的鞋款之一，购买者反映，假货的仿真度高达99%。
In a recent sportswear auction at Sotheby's, the world's largest auction house, many Nike shoes sold for below their estimated value. The priciest pair, fetching $190,500, was worn and signed by Kobe Bryant, a basketball player who died in 2020.
在全球最大拍卖行苏富比的最近一场运动服饰拍卖会上，许多耐克鞋的成交价低于预估价值。价格最高的一双为19万零500美元，篮球运动员科比·布莱恩特生前曾穿过这双鞋并有亲笔签名（科比已于2020年离世）。
These days, Mr Dittrich observes, "It takes a special sneaker to produce special prices."
迪特里希指出，最近这段时间，"只有特别的球鞋才能卖出特别的价格"。
词汇预习
- site [高考]
美[saɪt] | 英[saɪt]
n. 地点；位置；现场
vt. 使 ... 位于 - corporate [高考]
美[ˈkɔːrpərət] | 英[ˈkɔːpərət]
adj. 法人的；公司的；社团的；共同的；全体的 - scarce [高考]
美[skers] | 英[skeəs]
adj. 缺乏的；不足的；稀少的；罕见的
adv. 勉强 - auction [高考]
美[ˈɔːkʃn] | 英[ˈɔːkʃn]
n. 拍卖
vt. 拍卖 - demand [高考]
美[dɪˈmænd] | 英[dɪˈmɑːnd]
n. 要求；需求
v. 要求；查问；需要 - media [高考]
美[ˈmiːdiə] | 英[ˈmiːdiə]
n. 传播媒介；(medium的复数)媒体；新闻媒介 - p.m. [高考]
美[ˈpiˈɛm] | 英[ˌpi: ˈem]
abbr. 下午（post meridiem） - pump [高考]
美[pʌmp] | 英[pʌmp]
n. 泵；抽水机；打气筒；抽水；打气
v. 打气；唧筒般运动；灌输；抽取；增加；[口]盘问 - rare [高考]
美[rer] | 英[reə(r)]
adj. 罕见的；珍贵的；煎得嫩的 - discount [高考]
美[ˈdɪskaʊnt , dɪsˈkaʊnt] | 英[ˈdɪskaʊnt , dɪsˈkaʊnt]
n. 折扣；贴现率
vt. 打折扣；贴现；不全信；不重视
vi. 贴现；减息贷款 - accurate [高考]
美[ˈækjərət] | 英[ˈækjərət]
adj. 准确的；精确的 - frequent [高考]
美['frikwənt] | 英['friːkw(ə)nt]
adj. 频繁的；经常的
vt. 常到；常去 - casual [高考]
美[ˈkæʒuəl] | 英[ˈkæʒuəl]
adj. 非正式的；漫不经心的；偶然的；临时的；休闲的
n. 便装；临时工 - edition [高考]
美[ɪˈdɪʃn] | 英[ɪˈdɪʃn]
n. 版；版本 - bid [高考]
美[bɪd] | 英[bɪd]
v. （买方）出价；投标；吩咐；叫牌
n. 出价；努力；叫牌 - sneaker [高考]
美[ˈsniːkər] | 英[ˈsniːkə(r)]
n. 运动鞋
n. 鬼鬼祟祟的人；卑鄙者 - limited [高考]
美[ˈlɪmɪtɪd] | 英[ˈlɪmɪtɪd]
adj. 有限的；被限制的 - era [高考]
美[ˈɪrə] | 英[ˈɪərə]
n. 纪元；时代；年代 - worn [高考]
美[wɔːrn] | 英[wɔːn]
adj. 用旧的；穿坏的；精疲力竭的；憔悴的 - retail [四级]
美[ˈriːteɪl , rɪˈteɪl] | 英[ˈriːteɪl , rɪˈteɪl]
n. 零售
vt. 零售；传述
adv. 以零售形式 - fond of [四级]
美[fɑːnd əv] | 英[fɔnd ɔv]
喜欢； 喜爱 - footwear [六级]
美[ˈfʊtwer] | 英[ˈfʊtweə(r)]
n. 鞋袜 - trendy [六级]
美[ˈtrɛndi] | 英[ˈtrendi]
adj. [口]流行的；赶时髦的 - browse [六级]
美[braʊz] | 英[braʊz]
v. 浏览；随意观看；吃草
n. 嫩叶；浏览 - outfit [六级]
美[ˈaʊtfɪt] | 英[ˈaʊtfɪt]
n. 配备；用具；机构
vt. 配备；供应
vi. 得到装备 - quadruple [专八]
美[kwɑːˈdruːpl] | 英[kwɒˈdruːpl , ˈkwɒdrʊpl]
adj. 四倍的；四部分的；[音]四节拍的
n. 四倍
v. 成四倍 - du [托福]
美[,di'ju] | 英[,di'ju]
abbr. 贫铀（=Depleted Uranium）
重点讲解
On the back foot
渐落下风
sport v. 炫耀；骄傲地穿戴
【例】He was sporting his ByteDance employee badge.
他骄傲地戴着字节跳动的工牌。
【近义词】show off 炫耀（贬）
showcase v. 充分展示
A few years ago trainers were the footwear du jour. Rubber-soled shoes, the kind sported by sportsmen, strode down catwalks and corporate corridors.
几年前，球鞋是最时髦的鞋履款式。橡胶底的球鞋，就是运动员穿的那种，踏上了T台，也走进了公司走廊。
sport v. 炫耀；骄傲地穿戴
【例】He was sporting his ByteDance employee badge.
他骄傲地戴着字节跳动的工牌。
【近义词】show off 炫耀（贬）
showcase v. 充分展示
Patrons queued for hours to get their feet into the latest pairs and flocked to websites and auction houses to bid on trendy styles. Today the queues outside trainer stores are shorter and less frequent.
顾客们排上好几个小时的队，只为穿到最新款式，或者蜂拥至各大网站和拍卖行竞拍潮流款。如今，球鞋店外的排队人数更少，排队情况也更不常见了。
Styles of trainers (or sneakers, as they are known outside Britain) that once sold for more than quadruple their retail price, such as limited-edition Air Jordan 1s and chunky Yeezys, are being offered at a discount.
曾经售价超过零售价四倍的球鞋款式（在英国以外叫做sneaker，即运动鞋），比如限量版AJ1和厚底Yeezy，现在正在打折出售。
Interest in sneakers surged during covid, when people were stuck inside in slippers and had free time to browse collectible items such as wine and watches online. With offices and schools closed, shoppers sought more casual forms of footwear.
疫情期间，人们对球鞋的兴趣激增，当时人们穿着拖鞋被困在家中，有了空闲时间在网上浏览各种可收藏的物品，比如葡萄酒和手表。随着办公楼和学校关闭，购物者们开始寻求更休闲的鞋款。
be stuck 被困住；卡住了
【例】The wheels were stuck in the mud.
车轮陷到了泥里。
We were stuck in traffic for an hour.
我们堵车堵了一个小时。
I was stuck on the first question.
我做第一道题就卡住了。
disrupt v. 扰乱；使无法顺利进行
【例】Demonstrators succeeded in disrupting the meeting.
示威者成功地扰乱了会议。
Traffic was disrupted by floods.
交通因洪水而中断。
【近义词】interrupt v. 插嘴；使中断
Youngsters became especially fond of sneakers, filling their wardrobes with pairs to match every outfit. The pandemic also disrupted supply chains, which made sneakers scarce and inflated prices.
年轻人变得特别喜欢球鞋，会在衣柜里放上好几双，用来搭配不同的衣服。疫情还扰乱了供应链，导致球鞋稀缺，价格飞涨。
be stuck 被困住；卡住了
【例】The wheels were stuck in the mud.
车轮陷到了泥里。
We were stuck in traffic for an hour.
我们堵车堵了一个小时。
I was stuck on the first question.
我做第一道题就卡住了。
disrupt v. 扰乱；使无法顺利进行
【例】Demonstrators succeeded in disrupting the meeting.
示威者成功地扰乱了会议。
Traffic was disrupted by floods.
交通因洪水而中断。
【近义词】interrupt v. 插嘴；使中断
The end of pandemic-era “sneakermania” is not the only reason rubber soles seem less trendy. Brands restricted supply before covid, using limited-edition “drops” to create excitement around specific lines.
疫情时代"球鞋热"的终结并不是橡胶鞋底的球鞋显得过时的唯一原因。疫情前，各大品牌就采取了限制供应的策略，通过限量版"新品发售"来为特定产品线营造热度。
mania n. 狂热；极大的热情
【例】Football mania is sweeping the country.
足球热正风靡全国。
【近义词】craze/frenzy n. 狂热；热潮
【拓展】maniac adj./n 狂热的/疯子
pump out sth 大量生产；大量制造
【例】Our cars pump out thousands of tonnes of poisonous fumes every year.
我们的汽车每年排放出数千吨的有毒尾气。
【搭配】pump up sth 提高；增加
【例】to pump up interest rates 提高利率
【拓展】pump n. 水泵；打气筒
But recently they have pumped out lots of product, even restocking once-rare styles prized by collectors, says Dylan Dittrich, author of “Sneakonomic Growth”, a book about sneaker collecting. Although this strategy can pump up sales, it lowers demand and pushes prices down.
关于球鞋收藏的《球鞋经济学增长》一书的作者迪伦·迪特里希表示，最近各大品牌大量出货，甚至重新补货了一些曾经稀有、深受收藏者追捧的款式。虽然这一策略能提振销量，但也会降低需求，压低价格。
mania n. 狂热；极大的热情
【例】Football mania is sweeping the country.
足球热正风靡全国。
【近义词】craze/frenzy n. 狂热；热潮
【拓展】maniac adj./n 狂热的/疯子
pump out sth 大量生产；大量制造
【例】Our cars pump out thousands of tonnes of poisonous fumes every year.
我们的汽车每年排放出数千吨的有毒尾气。
【搭配】pump up sth 提高；增加
【例】to pump up interest rates 提高利率
【拓展】pump n. 水泵；打气筒
Counterfeits have also come on in strides. On Reddit, a social-media site, shoppers praise the high quality of sneaker “reps”, or replicas. Nike’s limited-edition collaborations with Travis Scott, a rapper, are among the most counterfeited shoes in the world; buyers report that fakes are 99% accurate.
假货也在大步前进。在社交媒体Reddit上，购物者们纷纷称赞"高仿"运动鞋的高品质。耐克与说唱歌手特拉维斯·斯科特联名的限量款球鞋是全球被仿冒最多的鞋款之一，购买者反映，假货的仿真度高达99%。
replica n. 仿制品；复制品
【例】a replica of a well-known painting
一幅名画的复制品
replica guns 仿真枪
【拓展】replicate v. 复制；仿制
In a recent sportswear auction at Sotheby’s, the world’s largest auction house, many Nike shoes sold for below their estimated value. The priciest pair, fetching $190,500, was worn and signed by Kobe Bryant, a basketball player who died in 2020.
在全球最大拍卖行苏富比的最近一场运动服饰拍卖会上，许多耐克鞋的成交价低于预估价值。价格最高的一双为19万零500美元，篮球运动员科比·布莱恩特生前曾穿过这双鞋并有亲笔签名（科比已于2020年离世）。
fetch v.
1. 请某人来；把东西拿来
【例】Go fetch the doctor.
快去请医生来。
Go fetch the ball, good dog.
好狗狗，把球捡过来。
2. 卖出价钱
【例】The second-hand camera has fetched a good price.
这个二手相机卖了个好价钱。
【近义词】sell for 卖出价钱
These days, Mr Dittrich observes, “It takes a special sneaker to produce special prices.”
迪特里希指出，最近这段时间，"只有特别的球鞋才能卖出特别的价格"。
fetch v.
1. 请某人来；把东西拿来
【例】Go fetch the doctor.
快去请医生来。
Go fetch the ball, good dog.
好狗狗，把球捡过来。
2. 卖出价钱
【例】The second-hand camera has fetched a good price.
这个二手相机卖了个好价钱。
【近义词】sell for 卖出价钱
课后练习
What can be learned about today's trainers?
A. They remain the most popular and trendy footwear.
B. People queue for a long time to buy the latest pairs.
C. Some styles are less popular and sold at a discount.
D. Their retail prices have increased significantly.Interest in sneakers surged during covid because ____.
A. people were doing more workout at home
B. the price of sneakers went down dramatically
C. people were stuck at home and preferred casual footwear
D. collectible sneakers became as expensive as wine and watchesOne of the reasons for the end of sneaker craze is that ____.
A. the quality of sneakers has declined sharply
B. brands have increased the supply of sneakers
C. people are tired of queuing to get limited-edition sneakers
D. there are fewer collaborations between brands and celebritiesAccording to Dittrich, what kind of sneakers can fetch high prices?
A. Sneakers with special value.
B. Any limited-edition sneakers.
C. Sneakers with a famous brand.
D. Sneakers that are newly released.
