This note came in recently from Robert Benson with some info about Cliff Severn and his shoe distributorship in North Hollywood, CA in the 1950's. There is an especially interesting price comparison for shoes then and now. I too remember paying about that price for my first pair of Adidas spikes and similarly for a pair of flats mail ordered from Vandervoort's in Lansing Michigan in 1961. I earned $6.00 caddying two bags for 18 holes of golf back then, tip included.
Here's Robert Benson's note:
While going though my old sports files, I came across a business card for Clifford Severn Sporting Goods (attached).
I was a freshman at Claremont High School when your contributor Ernie Cunliffe was a senior track co-captain.
Ernie’s 880 yard time of 1:54.7 in 1955, and his leadership on the team inspired many younger members.
In March of 1957, just before track season began, the track team assembled to listen to sales pitches by representatives of track shoe companies.
The representative for Clifford Severn Sporting Goods was Chris Severn (attached card). I bought a pair of Adidas track shoes for a total price of $15.64.
This may sound cheap, but, the amount of $15.64 adjusted for CPI inflation is $146.54 as of December 2020.
Thus, current Adidas shoe prices may seem comparable to old prices when adjusted for inflation.
Robert Benson
Senior Track Co-Captain 1959
Claremont High School
10636 Magnolia Blvd. Today click here for a google maps image of that address today.
If you walked past that shop 60 years ago.
And now some more of those dumpster photos.
Cliff hustling shoes at North Hollywood High
His comment on back says: "We must work on NHHS and the football team 'cause the coach is making it tough to sell shoes. Spring '66"
Back to Tokyo
Maurice Herriott (silver, Steeple) in polo shirt
Standing?/ Robbie Brightwell, Jurgen Kalfelder (Ger), John Cooper
Alf Beute, probably an Adidas rep.
Argentines at practice track
Three on the right Maria Formeiro, Evilia Farina, Alicia Kaufmanas, all sprinters.
I was able to identify the three on the right from a photo of them dining in a restaurant in Tokyo during the O's. That photo is copyrighted by Getty Images, so I could not publish it.
Germans at practice track.
Recognize any of them? Middle might be Jurgen Kalfelder seen above.
Crowds along marathon route
East Europeans in dining hall. "Why you take picture"?
Poles Shopping. "Picture? Okay. You got Levi's?"
Street Decor
New Zealand athlete unidentified.
"I did not choose this uniform."
Tanganyikan athlete unidentified
Could be one of four: Daniel Thomas (400)
Pascal Mfiomi (10,000 DNF), Hassan Dymwale (800, 1:54), or Omari Abdallah Marathon 2:40.06, 47th). Eight years later Abdallah competed again for Tanzania in the 4x400. Odd combo of events. He had 8 years to work on his speed.
Bruce Kritzler reminds us: Mamo Wolde went other direction, from the 4x4 to the marathon.
There are more photos to come including one of US Sports Academy Director Tom Rosandich.
