Always Do What You Should Do and adidas unveil upcoming collaboration

Update 13.02.2024

London-based skate brand Always Do What You Should Do and adidas have unveiled official images of their collaborative, retro-inspired Superstar silhouette - the first product in their co-designed collection. The collaboration honours the Superstar silhouette with key elements on the insole, tongue and outsole, highlighting the brand's connection to the world of skateboarding, surfing and the importance of friendship. With a sustainable synthetic leather upper and a distinctive puffy tongue bearing Always' signature @sun logo, as well as reflective heel tabs and interchangeable laces, the sneaker emphasises ADWYSD's brand philosophy. A map of New Zealand on the rubber sole also emphasises the connection to surf culture and the brand's roots. Available via adidas CONFIRMED from 23 February for €90.

Original article 09.02.2024

In an exciting development that is set to make waves in both the streetwear and sneaker communities, London-based label Always Do What You Should Do has unveiled its highly anticipated collaboration with sportswear giant adidas. Known for its edgy oversized silhouettes and skate-friendly garments, Always has captured the essence of urban styling with its unique fashion concept that translates effortlessly from bustling city streets to laid-back coastal skate parks.

Rumour has it that the upcoming collaboration will see a reworked, chunky version of the iconic Superstar with a robust toe box and thick, strong sole, as well as the signature three-stripe branding that adidas fans love so much. In the spirit of adwysd, the collaboration promises to maintain the DNA of both brands, with unique touches like the unmistakable Always motifs on the tongue and insole completing the look.

Take a look at the video via Instagram and keep your eyes peeled and your browser ready for more updates on this collab.

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