That kind of reasoning has made Reeboks the hottest selling athletic shoes in the country. Sales have leapt from $3.5 million in 1982 to $105 million in the first six months of this year. Initially designed in England as light and flexible shoes for athletes, Reeboks, which cost $30 to $85 a pair, are a cross-country craze. The truly hip still bum around in ratty Converse All Stars, but your basic yuppie walking to work wants soft leather shoes to match his or her outfit. The sneaks are still jock oriented—Hana Mandlikova wore them to win the U.S. Open last month—but it hasn't hurt sales that other celebs want to be in the same shoes. Mick Jagger picked a pair for his Dancing in the Street video. Raquel Welch owns Freestyles, which are made for female feet. Lionel Richie, Steven Spielberg, Michael J. Fox, Billy Crystal, Chevy Chase, Brooke and Cher have all been seen in them. Perry Como even claims they help him relax.
But Shepherd has done more for the Reebok look than anyone. She owns five pairs of high-tops—orange, yellow, black, white and red—and wears them whenever she wants to be comfy. (She also wears Dr. Scholl's sandals, but they haven't yet become a high fashion item.) "My mother always said you have to suffer to be beautiful," she says. "Well, there's a certain point in a woman's life when she must choose between her feet and shoes." Congratulations, feet.
And the winner for Snazziest Footwear at the Emmys is...Cybill Shepherd! As anyone who saw her size 7½ EEs at the ceremony knows, Cybill and her flaming orange Reeboks won feet down. Sure, Woody Allen has worn cheap canvas sneakers with his tux for years, but fashionwise, Shepherd is in another league. "I've been told high heels are sexy," she says, "but I don't need them to look sexy. The only way I'd be comfortable in high heels is to wear them in bed. And I didn't want to think about my feet for four hours."