For the first time in African history, a local company, Shelflife, has collaborated with Adidas to create a modern, revised model of an Adidas sneaker that was originally released in 1989.

Adidas Consortium aims to partner with retailers and collectives who express a unique and fearless approach to collaboration. Each partnership offers a different take on the iconic styles of Adidas sneakers developed decades ago. This way Adidas puts a new spin on classic designs while focusing on the sportswear brand’s high-performance technologies and commitment to craftsmanship.

The latest Adidas Consortium release is a global first that exemplifies the international mindset of the wide-ranging Consortium family. First launching in 2006, Shelflife is an original trailblazer, bringing an utterly distinct, cutting-edge curation of streetwear and sneakers to their South African devotees via their Johannesburg and Cape Town stores.

The South African brand has been working behind the scenes with Adidas Consortium on this unique collaboration for over a year, producing six prototypes before deciding on the final product.

The concept behind the new creation plays with elements such as a strong base, a strong heritage and use of only local textiles, fabrics and materials. The result is the Adidas Consortium x Shelflife ZX4000. The shoe was built up by a series of layers to produce something monumentally strong and tell their story in both a locally and globally relevant way.
All campaign assets for the release were created and shot in South Africa by local creatives Paul Ward (photographer) and Gabrielle Kannemeyer (stylist), further strengthening the bond between one of the most memorable Consortium releases of the year and the place, people and heritage that brought the shoe to life.

“Taking on the formidable heritage of the Adidas ZX running shoe series, we bring their own eye-catching approach to a new iteration of the ZX4000 model. Viewed straight-on from the outside, the Shelflife version is defined by its understated use of luxurious greyscale nubuck and woven fabric underlays that evoke the historic craftsmanship of the retailers’ home country. On foot and in action however, the medial side of the shoe is revealed, showcasing a colourful, jacquard-printed panel,” said Shelflife.

The Adidas Consortium x Shelflife ZX 4000 drops at 6pm on April 13 for R2499 and will be sold on a first-come-first-serve basis at Shelflife’s Cape Town, Johannesburg and online stores.

 

Pictures: Shelflife/Adidas/Paul Ward

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