I guess I'm not really understanding what the difference between a normal earphone and a sports earphone is (besides being cheap plastic and colourful). The OP says his friend just uses cheap earphones and he wants ones that are slightly more durable. If he's getting wire shorts, the issue isn't going to be whether or not its marketed toward joggers, it's gonna be his habits with creating wire tension.
Maybe you can clear my confusion if there's a real difference between the cheap earphones AKG is selling and your typical 'sports' marketed earphone. Or why you couldn't use a normal earphone for jogging :S