adidas Consortium Announces Sneaker Exchange
Set for a debut at Paris Fashion Week.
Remember when adidas Consortium decided to pop off 2016 with massive news of a world tour? Well, they’re back at it again in 2017 with even crazier news. Tapping its network of 84 accounts, the collective is set to launch its new Sneaker Exchange concept in late January. The program will feature two limited-edition sneakers each codesigned by a pair of retailers released monthly through November. Accounts participating in the initiative include Alife, A Ma Maniere, Bodega, colette, END, Footpatrol, Fruition, Invincible, Juice, Kith, NAKED, Overkill, Packer, Slam Jam, Sneakerboy, Sneakersnstuff, Social Status, Solebox, UNDEFEATED, UNITED ARROWS & SONS, Starcow and Wish.
According to Jimmy Manley, Consortium’s senior product manager, the main focus of the endeavor is pairing retailers on different continents and from across different domains to create “a juxtaposition of influences and ideas. It’s all about that exchange of cultural currency. To have accounts from two countries come together and work on a project through the lens of adidas’s history, heritage and innovation — mixing all of these things together in one common place, it was always going to be pretty unique.”
The idea for the Sneaker Exchange initiative was sparked out of a B2B event organized by adidas Consortium in Paris a year ago where all of its accounts were invited.
The first designs will be unveiled during men’s fashion week in Paris; the specific participants have not been revealed yet. Channeling a selection of new and old silhouettes, most of the models will be unisex with an occasional women’s-specific launch. All adidas Consortium retailer partners will be granted access to carry the shoes.
Check out the video below for more information.
