The 404 Day Adidas Superstar

The ask

404 Day is Atlanta's holiday. Adidas and The Athlete's Foot wanted a sneaker worthy of it, designed by the people who actually built the day.

Atlanta is a sneaker city, and the bar for putting ATL on a shoe is high. Tourists don't clear it.

What we made

As part of The 404 Collective, we helped design a limited-edition Adidas Superstar for 404 Day. Black nubuck suede, black snakeskin stripes, red heel tabs, gold accents. An "ATL" emblem, Atlanta police patrol-zone maps on the insole, peach logos on the tongues, a "404 Day!" license-plate hangtag, and a gold-teeth lace lock engraved "ATL." Atlanta in every stitch.

Every detail rewards the people who know. That's the difference between a brand activation designed for the city and merch with a skyline on it.

What happened

First time the people who built 404 Day led the shoe. It dropped April 2 across four metro Athlete's Foot locations, then citywide on the 4th, and the crowd wrapped the building. "This shoe is a celebration of everything that makes this city special."