These Shoes Represent "Classic" And Fashion Culture.

Nowadays, we can often see some single products called "classics" in news and information. This word is very controversial, because not everything can be called "classic".

But I believe there are not many objections to this pair of shoes that we want to talk to you today.

Originals's Superstar, Rivalry and EQT can be called "classic" because they are not only a pair of shoes, but in their respective fields of development, they have evolved from individuals into a classic culture, representing the spirit of a group.

The Superstar introduced at the end of 60s represents hip-hop culture. The Rivalry introduced in 80s represents the spirit of basketball. The EQT series introduced in 90s represents the comprehensive pformation of Adidas Originals.

These are from a single product to the extension of classical culture, so far, we can still feel the influence of these pairs of shoes in their respective fields.

Next, we will start from the birth of Superstar to the end of the EQT series, in order to get a clearer picture of why they become a cultural representative.

70s - 80s Superstar

Speaking of the most symbolic shoes of Adidas, the first thing we should think of is Superstar.

Born in 1969, it was born for basketball matches. Superstar was the first group in history.

At that time, the Superstar, which was dominated by canvas shoes, was a unique presence.

Leather shoes are more durable and more protective. The lower band provides a more flexible sense of foot, such as "Kareem" Abdul-Jabbar, "J Julius" and "Julius" Erving are all fans of Superstar.

According to the world clothing shoes and hats net, Superstar in the United States in the last century, some basketball teams in 70s, the player's selection rate is basically over 3/4, the most exaggerated teams even reached 100%.

It is almost impossible for this team to choose the same sports shoes uniformly.

However, the real development of Superstar is not its main industry basketball, but rap. I believe many friends realize that Superstar shoes are powerful influence through Hip-Hop circles.

At that time, many Rapper chose to use Superstar to match their own.

The most characteristic of them is the New York rap group, Run-DMC, who not only wears these shoes everyday, but also creates a new way to wear them: no shoelaces or tongue.

Originally, Hip-Hop represented rebellion and freedom. Run-DMC's move has broken the mainstream way of wearing shoes, so that fans who advocate freedom can learn something.

For a time, the street was looking at young people dressed in Superstar.

Run-DMC even created a song called "My Adidas" in 1986 to pay tribute to this pair of shoes that she liked best, and also opened the chain effect of "sneaker culture" triggered by "music" to make Superstar's sales in the market greatly improved.

Adidas Originals also signed the endorsement contract with Run-DMC, and launched a joint Superstar for them. Wearing shoes to wear finally to wear their own joint name should be the dream of every shoe fan.

It is not enough to get out of the basketball world and start a business in the Hip-Hop circle. Superstar then went into the skateboard culture and became one of Skater's standards.

After Adidas Mark signed the most influential professional slippery Mark Gonzales, frequently controlled and launched a joint name, these shoes also played an important role in the skateboard culture.

Do not see that these are all in the professional field, the influence of individual circles, Superstar in the ordinary crowd of the market is more terrible, you should have seen a lot of people walking in the street? Superstar has been elected the highest number of shoes in several years. The last time you win this crown is in 2016, have you contributed your share?

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80s Rivalry

As we mentioned above, in 70s, most NBA players played in Superstar, and Adidas wanted to expand their influence.

So in the 1985 years, we signed the best rookie of the year: Patrick Ewing, and made Ewing Rivalry for him in second years.

Fans who are familiar with the older generation should know that although Ewing is very strong, he has no chance of winning a grand prize in his life, nor has he ever won a championship. The biggest prize is the best rookie.

Nonetheless, he played for Nicks in New York for 15 years. The playoffs and Michael Jordan, Olajuwon and others had a strong confrontation. Although several defeats ended in defeat, Ewing's every effort and unyielding spirit is the best embodiment of Rivalry.

The basketball style at that time was different from the "ball game" we now admire. At that time, the League preferred the tactics of the high and forward strikers in the inside line, which is one of the reasons why Adidas signed Jabbar and Ewing stars in succession.

The name "Rivalry" also comes from the intense internal physical confrontation, so this pair of shoes is built for the inside players from start to finish.

The mainstream design, wear resistant leather material, and striking big clover Logo, both in terms of performance and shape design, Ewing Rivalry is a pair of high class shoes at that time, even if they are put into the present, they will not be out of date.

Although the cooperation between Adidas and Ewing was not very successful, the two sides broke up in just a few years, but Rivalry still passed down, and in the next few decades, it affected the aesthetics of follow-up shoes design.

For example, Ewing set up its own brand Ewing Athletics in 2011. Its most famous sneaker Ewing 33 Hi, we can find some Rivalry in it.

90s EQUIPMENT

At the end of the 80s, the major sports tycoons were in fierce competition. While the world was developing at a high speed, the development of Adidas was stagnant, and some of them even fell behind.

Having realized this, the brand began to seek comprehensive change, which is also the most important period for Adidas.

In 1991, Adidas Originals hired Peter Moore as creative director to create a new EQT series, which is called Adidas Originals EQUIPMENT.

Moore had already left from Nike. It was he who built the Air Jordan I and the Jumpman flying wing Logo. The importance of these two designs in the history of the shoes is not necessary for me to talk to you all.

Moore has created Racing, Guidance, Support and Cushion four running shoes for the EQT series. It is defined as "the essentials everyone wants", focusing on performance rather than following the trend.

Green, black, white and strong contrast color and concise design have been highly sought after by the market. It took only 2 years to occupy Adidas 15% sales share.

In addition to the innovation of the product line, another important influence of the EQT series is the redesign of Adidas's Logo, turning it into the three bar pattern we know best now, and the great hero is still Peter Moore.

Today, these shoes have been active in our field of vision, though they may not be the most powerful ones at present, but their collocation ability is still the same.

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