adidas launched its new SPEEDFACTORY AM4 shoe, created for Atlanta, in Atlanta, by Atlanta in advance of the MLS All-Star Game hosted in the city. Designed at the ATL United Training Ground on Wednesday, July 11, ATL United midfielder Darlington Nagbe and emerging artists, Travis Love and Rich the Kid, joined forces to design an iteration of the AM4 silhouette reflecting the speed and creativity of the game while celebrating football’s culture. HYPEBEAST caught up with the trio to capture the creative process and inspiration behind the SPEEDFACTORY design, which derives from Love’s art installations showcased throughout the city.
With an intertwining pattern representative of the unity and interaction amongst Atlanta’s diverse communities, gold flecks on the laces and a heart-shaped heel patch embellish the offering. The AM4MLS shoe will be the first of its kind to bring the sound of the city to life through an embedded NFC chip enabling access to a Spotify playlist curated by Rich The Kid. Paying homage to Atlanta’s culture, the songs aim are a tribute to the city’s rich musical history and its influence amongst artists across the country.
“Knowing that the shoe will be made in 14 days and it’s usually an 18-month process, makes me super excited to know that I’m a part of a project like this,” said Travis Love.