The adidas Superstar turns 50!

The adidas Superstar not only embodies a sneaker icon, but also a piece of fashion history. The silhouette was launched in the 1970s and will be celebrating its 50th anniversary next year. We brought the party forward a little and shot the classic on the block in Cologne-Chorweiler to capture the zeitgeist in which the adidas Superstar grew up.

The sneaker got an incredible boost in popularity when Run DMC released their song "My Adidas" in the 80s. Adidas recognized that the group was largely responsible for the sneaker's hype and signed them to a contract. You have to understand that endorsement deals were intended for athletes at the time and hip-hop had a rebellious anti-attitude towards state structures and represented the voice of the oppressed in the USA.

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The three stripes were not intimidated by this, however, but understood the impact and potential that emanated from youth culture. The result was considerable relevance on the streets, basketball courts and skate parks. Today, it is impossible to imagine the world's creative minds without the sneaker, as evidenced by the collabos with Pharrell and fashion house Prada, among others. The rest is history.

We wanted to capture this spirit in our editorial, which is why we chose both the outfits and the setting accordingly. We shot in Chorweiler, a social hotspot that still architecturally reveals the structural ghettoization of the 80s and 90s. High-rise buildings that are supposed to accommodate hundreds of households. At the same time, that neighborhood hides a certain charm of community and people sticking together - just like it was in its time in the suburbs of New York, Frankfurt and the rest of the world. Speaking of FFM, Masha shot in Frankfurt's Berk, which also conveys the desired vibe and shows that the world is just a village after all. :)

We used a similar approach for the outfits and continued the story.

The first is an adidas x Palace retro tracksuit. Back then, tracksuits made it from the gym to the streets and became socially acceptable thanks to hip hop artists.

Furthermore, we have combined the clean sneaker with a checked baggy and a crewneck. Loose pants dominated the era and everyone who thought anything of themselves wore their jeans in extra large. They represented a new generation that wanted its voice to be heard and consciously wanted to set itself apart from the norm. This attitude was also to be expressed through clothing.

Admittedly, in the days of skinny jeans, the superstar wasn't quite as cool to combine, as the silhouette didn't fit in with the aesthetic. With the 90s wave that swept the fashion world a few years ago, there was once again the right apparel for all the classic styles to which the Superstar belongs.

We're celebrating the return of the adidas Superstar and are already looking forward to the many retro outfits that we can make even more authentic with the sneaker.