Friday, April 4, 2014

 Adidas may not be your first pick for a pair of kicks at this very moment. However, I believe we are about to see a shift in our sneaker culture. Unless you're an OG who appreciates the Stan Smith's, the ShellTops, or a nice pair of Top Tens, Adidas didn't have the strong presence in Hip-Hop it once had. Until now.
 With Kanye West UNDERSTANDING his value, and bringing his talents to Adidas, this makes for a very exciting time in our community. To add to what is already a highly-anticipated release from Kanye, Adidas signed Pharell to a design deal! You have to understand Pharell's place in the sneaker game, if you don't know. 
Pharell had a great run with his "Ice Cream" sneaker line, with a direct presence in Hip-Hop. He also sold millions in clothing with his "Billionaire Boys Club". Pharell also had a sneaker deal with Reebok. His track record is also amazing when it comes to sneakers. 

Adidas may have been in the background for the last decade behind Nike, but things are changing. By directly aligning themselves with Kanye and Pharell builds excitement and anticipation for what these two designing producers are bringing to the table for the 3 Stripes.
We know Kanye has been successful with both Louis Vuitton and Nike, with both companies releasing timeless pieces from 'Ye. Pharell has seen plenty of success on an independent level with his sneakers and clothing. I believe in 2015, there will be a new king on the throne. Nike may have the retro game on lock, but Adidas may be focusing on reshaping the future. Cali "O" #TeamKickGame 

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