One man’s trash is another man’s treasure, and one middle schooler’s sneaker is now the shoe of the summer.
What was once a humble, affordable sneaker popular with athletes and kids at recess is now a high-fashion status symbol.
- Celebrities like A$AP Rocky, Rihanna, and Bella Hadid were photographed sporting Sambas as early as 2021, and Jonah Hill created his own sneaker.
- Collaborations with fashion brands like Wales Bonner cemented the sneaker as a must-have.
- The hashtag #adidassamba has 534m+ views on TikTok and the shoe has taken off on social media.
On resale sites like StockX, some Sambas are selling for as much as 8x their original prices. ($800+ Sambas, anyone?)
This comes at a good time…
… for a brand that recently hit a massive roadblock.
Adidas needed to fill a Kanye-shaped hole after the company cut ties with the rapper and Yeezy sales dropped $441m YoY.
The brand had its hands full with $1.3B of unsold stock, and its North American market saw sales decline 20%.
But Adidas CEO Bjørn Gulden remains optimistic: He says that the Sambas are part of a new franchise for the business, and that it “can be millions and millions of pairs.”
To kick off the next era…
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