I remember Bruce Jenner on the Wheaties box, but this sneaker line had slipped past me. This 1978 ad promoted “Bruce Jenner Footgear by Roblee,” turning the fame of the 1976 Olympic decathlon champion into a pitch for everyday footwear.
These were Brown Shoe Company products, and the selling points were surprisingly practical. The shoes came in narrow, medium and wide widths, with leather, suede and nylon styles, cushioned insoles and rubber soles. One gray jogging shoe even featured a silver reflective strip for nighttime runners.
What catches my eye is how the ad brought Olympic glory down to the neighborhood level. You didn’t have to compete in ten events—or even be much of a runner—to buy into the image. The copy welcomed weekend athletes, too. And that outfit! The striped pants, open-collar shirt and colorful sneakers make this a little time capsule of late-1970s sportswear.
Roblee appears to have faded away as an active shoe brand, but its parent company survived. Brown Shoe Company is now called Caleres, the company behind familiar names including Naturalizer, Allen Edmonds and Sam Edelman. A forgotten sneaker line, but a company whose shoes are still around.
Do you remember these shoes, or was Jenner’s Wheaties box the one that stuck with you?
