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Brief Published: 16 Dec 2019

Adidas & Blondey McCoy Celebrate London Skate Culture

Extra

In collaboration with skateboarder, model and Thames designer Blondey McCoy, this update to the classic Adidas Superstar launched at Hyde Park’s Winter Wonderland, and featured alongside an ice sculpture replica of the sneaker.

Combining synthetic leather with a transparent upper, the limited-edition sneaker is McCoy’s vegan interpretation of the classic 80s Superstar skate shoe, which until now has been his go-to skating shoe. Branded with his name, the shoes featured necessary perforations in the PVC outer layer for breathability – it is just as important for the shoes to be practical for skating as it is for them to be fashionable. They are also made entirely from vegan materials, as McCoy himself is vegan.

The Londoner and long-time Adidas spokesperson has also designed three pairs of football- style, knee-high socks, intended to be worn with the sneakers, which can be shown off thanks to the shoe’s transparency. Each sock is emblazoned with the names of his different Soho hangouts and a line-map of the River Thames. In keeping with many sportswear and streetwear drops, the shoes will be released with limited availability to increase their rarity and appeal. 

Adidas have done well to not only partner with someone who genuinely shares its brand values, but to also allow McCoy to make his shoe intrinsically linked to his home city, culture and lifestyle. Launching the shoe and filming its promotional video at Winter Wonderland in London, somewhere McCoy has been known to frequent, increases the authenticity within this community, as well as creating an inclusive and festive environment to celebrate the collaboration.

For more on vegan design initiatives, see Materials for Vegan-Friendly Lifestyles.

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