Here’s a vintage 1977 sneaker ad for Jaclar featuring their joggers, basketball shoe, basketball sneakers and sport shoe. This vintage ad for Jaclar uses a “spy” theme to promote its line of athletic footwear known as “The Sportables.” Each shoe in the lineup is described as a tool for covert operations—from the nylon jogger built for comfort and speed to suede basketball and leather tennis models meant to keep the wearer looking sharp. The tongue-in-cheek copy reflects a marketing style common in the 1970s and early 1980s, when athletic brands often relied on humor and storytelling rather than technical performance claims.
Beyond the narrative, the ad reveals how smaller regional footwear brands attempted to compete during the early running boom. Jaclar emphasized value, comfort, and reliable inventory for retailers, encouraging store buyers to contact the company directly in Stoughton, Massachusetts. Ads like this provide a snapshot of a transitional moment in sneaker history—when independent brands were still fighting for shelf space just before the global dominance of major athletic companies reshaped the industry.
Ad info is below:
TOP SECRET
The Sportables
THE BEST KEPT SECRET IN TOWN!
A Jaclar Guide to a Briefcase Full of Sportable Secrets!
THE JACLAR NYLON JOGGER, deceptively different from the competition, but the differences are cleverly hidden within for value and comfort.
THE JACLAR BREATHABLE NYLON JOGGER, laces faster and stays cooler for emergency situations and dangerous assignments.
THE JACLAR SUEDE-ON-SUEDE with a flair for the dramatic that brings you in from the cold.
THE JACLAR SUEDE BASKETBALL SHOE, guaranteed to make your counterpart think you're in as good shape as your feet look.
THE JACLAR LEATHER TENNIS SHOE, to let the people you serve know your on your toes.
THE JACLAR SPORT SHOE, to match your trenchcoat and create the perfect cover.
We can't keep our Sportables hidden any longer, the secret is out, so we're coming out in the open, and you're going to hear a lot about us from now on. We're going to give the people what they want, real value for their money - visible value. That's what Jaclar stands for - value for your customers, profits for you, and the in-stock delivery you've always wanted. Call us at our not-so-secret number (617) 344-1113; write us at Jaclar, P.O. Box 383, Stoughton, Massachusetts 02072.
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