Adidas Releases Superstar ‘Concha’ Inspired By Traditional Mexican Sweet Bread
By Alexa Heah, 18 May 2023
While Adidas Superstar sneakers are very much a staple of modern-day footwear, the low-top basketball shoes first made an appearance in 1969 when the sportswear giant hoped to claim a share of the market from then-dominant Converse.
Now, over five decades later, the German brand has reimagined the Superstars not just as everyday kicks, but as traditional cuisine. Yup, the iconic model has fully embraced its Mexican nickname—‘conchas’—and recently launched a series of designs resembling the sweet bread.
The latest sneaker range still maintains the recognizable lace-up closure and three gold stripes situated on the upper, but this time, certain aspects of the shoes have been changed to resemble the Mexican treat.
For example, the rounded toes of the kicks are clad with seashell lining, highlighting its brand-new “shearling texture” that gives it the fluffy look reminiscent of freshly-baked bread. Of course, the color options play a part, allowing customers to choose from vanilla, strawberry, or chocolate.
To tie in with the local community in the Roma neighborhood of Mexico City, Adidas is partnering with Tomasa and Santas Conchas bakeries to give away pan dulce shells in the same three varieties.
Unfortunately, those looking to get their hands on the limited-edition shoes will only be able to do so if they’re residing in Mexico. The Superstar Conchas Sneakers will retail for 2,399 pesos (US$136) from May 18, 2023.
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