Korean Bakery Taegeukdang Joins adidas to Rework the Superstar
Seoul’s oldest bakery makes its footwear debut.
Leading German sportswear brand adidas has continued to strengthen its international presence with specialized divisions and global collaborations. Now, the Three Stripes’ latest campaign connects with 11 iconic restaurants worldwide, providing the opportunity to share stories on classic adidas silhouettes. The ‘adilicious’ program includes releases with Japan’s Bloody Angle and the UAE’s Ravi Restaurant. This time around, adidas has looked to Seoul’s oldest bakery, Taegeukdang, for inspiration.
Utilizing the adored adidas Superstar, Taegeukdang keeps it simple with a classic white, off-white and black color palette. However, there’s plenty of references to the bakery throughout. Beginning with the translucent outsole, artwork of the storefront spans across the pair. Beyond that, a removeable layer with a pull-tab in white covers the shoe’s black stripes on the lateral side. When revealed, the stripes have a unique gold text next to them that reads “SEOUL,” referencing the bakery’s location. Additional Korean touches land on the tongue and heel to complete the look.
Release kicks off in Seoul at Taegeukdang where bakery customers can order the shoes for the first time between June 16 and June 20. Following this early-access window, release is set to take place via adidas and select international retailers on June 29 at a price of €120 EUR (approx. $125 USD).
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In other adidas news, the Tyshawn Low is releasing in a “Sky Rush” blue.
