Sneakers as the everyday staple we know today, dont exist. Instead, sneakers are thought of as either gym shoes or kids shoes. In June, BF Goodrich decides to launch SeaVees as the start of a complete rethinking of casual footwear. With a groundbreaking advertising campaign in some of the most widely read publications of the day, SeaVees is positioned as "the new way to go casual". A shoe with all the comfort of a sneaker but the sophistication of a dress shoe. The sneaker to show up in for any occasion.