Wallace Wood for Portage Porto-Ped Shoes

"The Abominable Squeaks." So reads the copy of a 1960s-era magazine advertisement for Portage Porto-Ped Shoes. Four vignettes by the formidable Mad magazine artist Wallace Wood depict the untold embarrassment of being the man whose shoes make too much noise. The bridegroom advancing nervously down the aisle, the doctor making night shift rounds on the hospital ward, the game hunter stealthily seeking his prey, even the zookeeper failing to mind his oversized charge—none are spared the indignity of these "abominable squeaks."

The shoes are now priced from $29.95 to $34.95, with the lower-end shoes more expensive than what was quoted in the, presumably earlier, 1967 pair of ads we saw in yesterday's post. Those, of course, were illustrated by The New Yorker's William Steig. Wood is the only cartoonist I have found other than Steig who contributed to these Porto-Ped ads and this single page is the only example I have located for him. But there could be others.

Wallace Wood
The Abominable Squeaks.
1960's-era advertisement for Portage Porto-Ped Shoes

https://www.ebay.com/itm/265845343823

Note:  As my sneakers silently convey me through the lands of vintage advertising and illustration, I am eager to hear of additional cartoon ads by Wallace Wood, William Steig, or perhaps others from this Portage Porto-Ped Shoes campaign.

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William Steig for Portage Porto-Ped Shoes

In yesterday's post, we saw a single cartoon copper tray featuring a drawing by New Yorker cartoonist William Steig to promote the National Shoe Institute in 1951. So far as we know, that was his sole contribution to the advertising campaign. But it was not his final venture into the world of shoe marketing.

In 1967, Steig made at least two drawings for a print ad campaign for the Portage Shoe Company's line of Porto-Ped shoes. That year comes from paper sellers who reveal as little as possible about the magazines from which they removed their ads. Thus titles and publication dates are not included. For what it's worth, I have not found these ads in The New Yorker.

The copy reads "If everyone's walk were a little peculiar, we wouldn't have to make such good shoes." The good shoes are priced at $19.95 to $34.95 in both ads. Inflation in the ensuing decades has since driven up prices by an average of 3.98% annually, or about 900% total, putting the shoes' retail cost at $199.45 to $349.41 in today's dollars. No wonder they could afford William Steig.

William Steig
"If everyone's walk weren't a little peculiar,
we wouldn't have to make such good shoes."
1967 advertisement for Portage Porto-Ped Shoes

https://www.periodpaper.com/products/1967-ad-portage-porto-ped-shoes-men-fashion-william-steig-cartoon-milwaukee-wi-219864-ymma3-128

Another ad from 1967 features an even more peculiar gait:

William Steig
"If everyone's walk weren't a little peculiar,
we wouldn't have to make such good shoes."
1967 advertisement for Portage Porto-Ped Shoes

Image modified September 5, 2026

https://www.ebay.com/itm/275154580810

Note:  I would love to see other examples, if there are any to be seen, from this advertising campaign with art by William Steig. 

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