In the past 50 years, how has Adidas Originals Superstar Promoted the Development of Youth Culture?

 Painting does not speak or move, but painting lasts longer because it carries time memory and social civilization. This is why art is so powerful and attractive. Similarly, the reason why a pair of sneakers can be regarded as a classic is also because of the time memory and cultural connotation behind it.

In 2020, adidas Originals Superstar officially enters its 50s. The reason why it can become an "evergreen tree" in the fast-changing sneaker circle is not only because of its highly recognizable classic shell head design and practicality, but more importantly because of it. It is a pair of sneakers that can push the cultural scene forward and have witnessed the cultural change of youth in 50 years.

In the mid and late 1960s when canvas shoes occupied the basketball court, the leather-designed Superstar predecessor (Supergrip) was refreshing when it first appeared on the court, and then more and more players in the NBA league wear it. This pair of Superstars with higher protection and comfort. By the early 1970s, nearly 10% of adidas' sales were contributed by Superstar. With the endorsement of the legendary Lakers star Kareem Abdul Jabbar, Superstar has become the "superstar shoe" in the hearts of fans.

In addition to having an excellent record on the basketball court, Superstar has been racing among different youth cultural scenes since the 1980s, which is an important reason why it has turned into a cultural totem and has become an "evergreen tree."

During that period, the legendary photographer Jamal Shabazz used his lens to capture the street scenes of New York. In his photographs, the young generation of New York who was soaked in Hip-Hop culture wore Kangol hats, stepped on Superstar, and portable speakers. An iconic item of youth cultural pioneers; in 1982, in Charlie Ahearn's film "Wild Style", many emerging street graffiti artists, including Lee Qui?ones, went to Superstar.

Of course, when it comes to Hip-Hop culture at the time, I have to mention Run DMC, the most prestigious rap group of that era. In addition to shocking the entire music circle with music, Run DMC is the first Hip-Hop group to showcase streetwear ( The previous Grand Master Flash and Furious Five were keen to wear leather jackets), and importantly, they are designed with "three bars" from head to toe.

In 1986, with the release of Run DMC's single "My Adidas", Superstar and Hip-Hop culture were formally linked together. In current terms, Run DMC successfully "bringing goods" for Superstar. Because Run DMC usually wears the Superstar with the laces removed, in their concerts, die-hard fans raised the Superstar without the laces to support their idols. It didn't take long for Run DMC to sign a contract with adidas for millions of dollars in endorsement fees, and the two parties formally joined hands.

The boom of Hip-Hop continued into the 1990s. In 1992, adidas sneakers appeared on the cover of Beastie Boys' album "Cheak Your Heads", and Superstar II was officially released. Stüssy, a popular street brand in the 90s, repeatedly appeared Superstar in its advertisements, and the street status of this shoe gradually became prominent. Subsequently, the German sports brand officially entered the skateboarding world. Skateboarders Keith Hufnagel and Mark Gonzales appeared in their own skateboarding films wearing Superstar. Superstar's protection and grip are deeply loved by Banzi.

On the other side of the ocean, Japanese streetwear culture is also quietly brewing. When Nigo's Bape and adidas collaborated to create adidas Originals Ape Star, it not only caused a sensation after the release, but also incorporated this classic shoe into Asia. Streetwear Culture Archives.

In 2005, Superstar ushered in its 35th birthday. To commemorate this important moment, adidas Originals opened an important chapter in the history of sneaker cooperation for Superstar, bringing a total of 35 limited-release 5 major series, which fully demonstrated the cross-cultural Superstar Connotation, the grand occasion at that time is still praised by many sneaker lovers.

In the past 2019, the first cooperation between adidas and Prada, an Italian luxury brand, must be one of the most high-profile cross-border collaborations in the past year. At this important moment of breaking the wall between sneakers and high fashion, adidas sent Superstar The debut shows the importance of this pair of shoes and the rich cultural connotation they carry.

Over the past 50 years, these scenes have not only witnessed the formation and development of different youth cultures, but also provided an important reference for the extension of current street culture and fashion.

Time comes to 2020, at the 50th anniversary of the milestone, adidas Superstar launched a series of special editions to pay tribute to this pair of classic shoes that continue to promote the development of youth culture.

The most classic black and white color Evergreen Pack in Superstar shoes will appear in the form of a suit, paying tribute to its history of development from the basketball court to the street.

The Courtside Pack series, which reflects the important position of Superstar shoes in the basketball field, is personally interpreted by outstanding basketball players invited by adidas and presented in a very basketball style and design.

To pay tribute to the changes brought about by female power to street culture, adidas Originals brought Superstar Women's Bold Pack and Mental Toe shoes specially designed for female consumers. While injecting classic color schemes, it also brought breakthroughs in shoe design. , To create shoes suitable for women:

adidas Originals also combined its two most classic sneakers-Stan Smith and Superstar, two design essences into one, creating a refreshing Superstan shoe, adding a touch of color to the important moment of the 50th anniversary.

Of course, the 50th anniversary will inevitably bring heavy limited cooperation styles. This time, adidas Originals has teamed up with INNERSECT, "NYLON" magazine, designer Angel Chen, Korean group Black Pink and other pioneers in various fields to create a joint series including Lenticular Pack, Velcro Pack, Angel Chen joint series, and Black Pink joint series. Multiple suits pay tribute to the important influence of Superstar shoes in various cultural fields.