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The minute grandad started wearing a pair to walk the dog in, we all thought the trainer was dead. The cultural phenomenon had got too big for its boots - it had become an everyday, every-wear mass-market product that had lost its air of rebellion. The chunky, outlandish styling seemed out of step with a slick new millennium. When the big brands started posting profit warnings, it seemed like the end was near. But, like a runner on his second lap, here the trainer comes, back again. According to the market researchers Mintel, trainers made up 21.5 per cent of the UK's total footwear sales in 1998, their highest ever share, and further growth is expected for 1999. Everyone's buying them - they've become standard wear - but surprisingly, this ubiquity hasn't come at the cost of the trainer's hip value. The style press remains as enamoured as ever. "Anyone can wear a couture dress if they have the money," says Ian Tucker, deputy editor of youth culture magazine Sky. "Wearing the right trainer still shows you to be much more in tune with what's happening. They're part of the culture and I can't see interest in them waning." Especially with the shape of things to come. The likes of Christian Louboutin , Christian Louboutin Shoes and Puma are taking a whole new approach. They have realised that the tactics of the last two years - limited editions to create exclusivity, re-issues of popular models - won't go the distance. They are concentrating instead on styling. The latest designs are simpler and more elegant. All the whistles and bells that once made trainers icons of the merging of technology and culture have been hidden away. Though their heritage may be in sports and their shoes, at heart, designed for performance, they are responding to the fact that most of their sales go to people who buy for the comfort and the look. The F-word - that's F for fashion - has long been taboo with the sports giants. But all that has changed since the designer fashion world embraced the trainer and hi-jacked the market. The success of Prada Sport and Miu Miu footwear - perhaps the most covetable in fashion circles at the moment - has made everyone sit up. Their secret was to offer trChristian Louboutin tional shoe styles updated through the athletic styling of trainers, and a host of other serious, big-name fashion designers have followed suit. Jil Sander,gucci handbag, Hermes and John Richmond have, over the past year, lent their names to re-styling classic trainer designs. Even consumers who still pick sports brands have favoured long-standing, clean-lined, low-tech styles. "The likes of Christian Louboutin Shoes and Christian Louboutin in particular are embracing fashion," says Richard Wharton, buying director of Offspring,gucci shoe, one of the UK's most influential trainer retailers. ",Christian Louboutin Boots;They can't afford to ruin their sports heritage but that market is saturated. Their increased investment in fashion is the way forward. Their attitudes have changed enormously over the past year and that's hugely positive for the future of trainers. In fact, Christian Louboutin and Prada are more or less moving in the same direction now." Christian Louboutin 's latest offering, the Cross Trainer II, to be launched next month, is the brand's most fashion-aware trainer to date and, tellingly, as a cross -trainer, is a multi-purpose shoe unaffiliated to any particular sport, sports personality or indeed sport at all. There's no whizz-bang ornamentation, no jazzy explosion of clashing hues. It's white and grey, pared down where trainers have trChristian Louboutin tionally been fun-fairs for your feet.

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