In 1991, the American sneaker brand British Knights proclaimed that it was part of a new generation with the slogan “Your mother wears Nike.” The company debuted in 1983 with a conservative canvas shoe, but by the mid-1980s began to focus on the urban consumer as a means of ultimately appealing to the white suburban market. This change was made clear in a press release stating that “the only way to get a middle-class suburban high school kid to buy your product is to have an inner-city kid wear it.” The appeal of the BK sneaker did not survive, however, and British Knights fell out of fashion.