Powering the turnaround of Adi 'Superstar' Das

The year was 1969 and along with Woodstock and the first man on the moon, it was the year that Germany contributed to the world with two massive superstars- Micheal Schumacher and the Adidas Superstar. And today, while Michael has aged and has met unfortunate circumstances and NASA stopped trying to send another man on the moon, the Adidas Superstar like a fine wine has aged and reached living legend status and shot right through the fashion and sport universe at the speed of light.

The Superstar with its tennis sibling the Stan Smith in a sense have lead the resurgence of Adidas, the brand itself from the brink of the abyss in 2014. The fickle sport and lifestyle consumers have found love again and Adidas has jumped at it. Starting from 2015 with the resurgence of Adidas led by the Superstar collaboration with Pharrell Williams, Adidas has capitalized on the road roller and found its spark again. Led by the domination of the superstar into 2015 and right through 2016 with its numerous iterations from different textures and leather uppers to colors and the prime knit, the good folks at Adidas have built on it and progressed further with the genius (as much as i hate to admit it) of Kanye West, their boost technology and then built a bit of a cult around the NMDs. Adidas is back!

The shell-toe that was worn by over 75% of all the basketball players in the 70s, from its Superstar origins looks to have more than quadrupled its demand across the world in just over a year and given Adidas its shine back.

But now with the boost that Superstar have given Adidas in finding its way back into the minds and feet of even the most skeptical of consumers and sneaker heads, the only real question now is, can Adidas step up and give the Superstar a bit of a boost (pun intended) and give it its last big burn and blaze of glory with an insane idea, before it quickly fades into the cyclical oblivion for the rest of this decade.

Adidas, are you listening?