Fashion house Stella McCartney and Adidas have partnered to create fashion-forward iterations of Originals for more than 10 years. In this version, the brands offer low-top twill sneakers that incorporate classic elements of Adidas athletic silhouettes.
Despite being in dire straits financially, the Three Stripes have not lost any momentum, continuing to team up with some of the biggest names in fashion and beyond. And following the success that was their inaugural collection, adidas will once again be teaming up with Gucci for 2023, this time adding the ZX 8000 to their collaborative fold.
Within minutes of their release, the initial 9,000-pair run of $350 Yeezys has vanished from stores around the country, and the average price on resale sites is $1,500, with some profiteers asking as much as five grand. It feels like the first time in years (maybe even since the original Reebok Pumps in 1989) that any sneaker company has drawn blood against Nike.
And it's enough to make you ask yourself, if you happen to be the kind of person who cares deeply about sneakers, as more and more of us do, whether the tide in this lopsided fight might finally be turning.
For years, Adidas appeared destined to fall further behind Nike in the States. Yes, Adidas had its deep roots in soccer culture (it still outfits clubs including Manchester United, A.C. Milan, and Real Madrid), and yes, it remained a top sneaker retailer in Western Europe. But although it kept offices in Portland, most of its design staff and senior brass were stuck in Adidas's global headquarters, in the German factory town of Herzogenaurach. Unsurprisingly, Adidas products often appeared out of touch with the average U.S. customer and tone-deaf about the American holy trinity of football, baseball, and basketball.
The company has good reason to be paranoid. Last July, a grand jury in Portland indicted former Nike promotions manager Tung Wing Ho and two other men for conspiracy to transport, receive, and sell at least $679,000 worth of stolen goods: Surveillance footage had captured Ho leaving work with an overloaded duffel bag. After obtaining a search warrant for his home, the FBI and local sheriff's department found 1,941 pairs of rare Nike sneakers stacked to the ceiling. Ho pleaded guilty in late April; he will be sentenced later this year.
If Ho had been able to cart so many actual sneakers out of HQ, what was to stop competitors from getting their hands on designs for upcoming shoes? Nike couldn't risk the leak turning into a flood. It erected tall gates around the edge of the property, created military-style checkpoints, and installed a range of new cameras with a state-of-the-art surveillance suite to control all the feeds.
Adidas Yeezy (or just Yeezy) was a fashion collaboration between American rapper, designer and entrepreneur Kanye West[a] and German sportswear company Adidas. It offered sneakers in limited edition colorways, as well as shirts, jackets, track pants, socks, slides, lingerie and slippers. The first shoe model ("Boost 750") was released in February 2015. In 2020 Forbes described Yeezy's rise as "one of the great retail stories of the century". Yeezy influenced and inspired a multitude of other fashion brands.
In 2018, West enlisted the help of Matt George, co-owner of Stussy Canada, to become a strategic advisor for the brand. During this time the annual sales for Adidas Yeezy grew from $15 million to $1.2 billion. George officially became the CEO of Yeezy in September 2018. By 2019, sales for Yeezy's Adidas sneakers generated $1.3 billion in annual revenue. In 2019, Forbes compared Yeezy to Air Jordan in terms of cultural clout and commercial prowess. In 2020, Forbes described Yeezy's ability to rival Air Jordan for "sneaker world supremacy" within just a short period of time as "one of the great retail stories of the century". West was receiving an 11% royalty cut. That year, sales for the sneakers reached nearly $1.7 billion in annual revenue, netting Yeezy $191 million in royalties alone.
In February 2023, Adidas and West reached a deal to sell the remaining $500 million of Yeezy sneakers in 2023. The remodeled contract will reportedly focus solely on the sale of existing inventory of West's shoe line and will not include his clothing line or new designs.
On December 3, 2013, Adidas confirmed a new shoe collaboration deal with West. The initial release of the Adidas Yeezy Boost 750 "Light Brown" was limited to only 9000 pairs and sold out within 10 minutes. Between February 21 and February 28, the Yeezy Boost 750 "Light Brown" was available through a wider range of retailers and boutiques. "After Kanye West left Nike to partner with Adidas in 2015, he claimed his stake in the sneaker game with his first signature shoe: the Yeezy Boost 750."
The Yeezy 950 was first released on October 29, 2015 at select retail stores and online. It was part of the Yeezy season 1 collection and came in four different colorways: Peyote, Moonrock, Chocolate, and Pirate black. Each shoe was retailed at $399. The Adidas Yeezy 950 extended the partnership outside of the sneaker space with its military-inspired design.
The Adidas Powerphase Calabasas was released on March 28, 2017. "The retro sneakers are an update of an Adidas trainer from the '80s. They feature a premium white leather upper with perforated stripes, green Adidas branding, and a red Trefoil logo." A tonal grey colorway released globally on December 9, 2017 for a retail price of $120; a "Core Black" colorway released shortly after on March 17, 2018. After the initial three colorways of the Yeezy Powerphase Calabasas, Adidas continued releasing several Powerphase models without the Yeezy Calabasas branding. Adidas then brought back the 1980s Adidas Trainer model that is "Yeezy-inspired".
Over the past few years, Team Trefoil have looked to capitalise on major celebrity partnerships, with musical artists like ,Pharrell attempting to recreate the Yeezy run of success. This news comes after an announcement that adidas could take a $1.29 billion hit due to unsold Yeezy stock following the termination of their partnership with Ye.
This is why Adidas has married 3D printing with robotic automation in a mass-market footwear project it's called Futurecraft.Strung, expected to be available for purchase as soon as later this year. Using a customized, 3D-printed sole, a Futurecraft.Strung manufacturing robot can place some 2,000 threads from up to 10 different sneaker yarns in one upper section of the shoe.
Robots can of course create patterns with more precision than if someone wound it by hand, as well as rapidly and reliably changing the yarn and color of the fabric pattern. Adidas says it can make a single upper in 45 minutes and a pair of sneakers in 1 hour and 30 minutes. It plans to reduce this time down to minutes in the months ahead, the company said.
An Adidas spokesperson says sneakers incorporating the Futurecraft.Strung uppers design are a prototype, but the company plans to bring a Strung shoe to market in late 2021 or 2022. However, Adidas Futurecraft sneakers are currently available with a 3D-printed midsole. Adidas plans to continue gathering data from athletes to customize the uppers of sneakers. We're building up a library of knowledge and it will get more interesting as we aggregate data of testing and from different athletes and sports," the Adidas Futurecraft team writes in a blog post. The more we understand about how data can become design code, the more we can take that and apply it to new Strung textiles. It's a continuous evolution."
The shoe, part of the company's Ultraboost line, was included in a broader collection of clothing and sneakers inspired by the Harlem Renaissance, but critics said the sneaker's color, and even the material apparently used to create it, made for a tone-deaf tribute.
Another post said "I walked into a @JDSports today to look at the Ultra boost shoe @adidas. I was told by an employee that these shoes were made to celebrate black history month Confused the employee proceeded to tell me that the shoe was also made of cotton? Hence the all white. I am disgusted.''
For our 20th anniversary year, Xbox teamed up with adidas to design three iconic sneakers inspired by our most beloved consoles. The partnership centered around our shared heritage of play, releasing sneakers that collectors and gaming fans alike would be thrilled to wear.
We revealed the first adidas Originals by Xbox sneaker in October, the Xbox 20th Forum Tech, with translucent green details inspired by the special edition release of the original Xbox console for the launch of Halo: Combat Evolved in 2001, marking the first-ever generation of gaming at Microsoft. Then we announced the Xbox 360 Forum Mid, the first-ever Xbox-themed sneaker available to purchase in the U.S. and Canada.
Almost immediately after his breakout rookie season, Donovan Mitchell and Adidas tore up his existing three-year sneaker deal and worked up a new, multi-million-dollar endorsement contract, complete with his very own coveted signature sneaker.
With the name a dual play on the first three letters of Mitchell's first name and his "Determination Over Negativity" mantra, the sneaker also takes inspiration from comic-book-series naming with its "Issue" model-number strategy. The blue-and-red debut colorway incorporates a white webbing support element on the side and his own basketball-slash-"spida" logo icon on the tongue -- all alluding to Mitchell's love for Spider-Man.
As Adidas begins to slowly build out Mitchell's signature shoe business, he'll also have a focus on accessibility, with the D.O.N. Issue 1 expected to be priced under $100. The brand currently sells a $140 James Harden model, $140 Derrick Rose shoe and $115 Damian Lillard sneaker.
The Utah Jazz scoring guard becomes just the 18th current NBA player of 450 to have his own signature sneaker, as brands continually are showing more emphasis on star potential over market size. MVP candidates Giannis Antetokounmpo and Kawhi Leonard are also expected to launch their own signature shoes with Nike and New Balance, respectively, in late 2019. 041b061a72