adidas Consortium W Samba

by Henrik Buzzi

This March, adidas Consortium releases a pack to celebrate a global women’s movement. The pack offers three Sambas in rich colorways, designed specifically for women. Until recently, the sneaker game remained a largely male preserve, but year on year we have witnessed gradual change, with more sneaker stores and websites created specifically for women. Over time, tastes have changed too. No longer is there simply a demand for white tennis shoes with pink or light blue accents. Sneakers are not ‘just’ accessories anymore, but have become a staple in many women’s wardrobes. This change is not specific to our industry, it reflects a wider movement in the overcoming of stereotypical gender norms.

The colors green, purple and off-white is a subtle reference to one of the earliest women’s organisation’s founded in 1903. This British movement proved instrumental in helping women gain the right to vote, and paved the way for generations of feminists around the world to follow. These three rich colors were the initial building block for the pack. While the single-tone uppers are bold but elegant, the translucent gum soles are tough and work hard for the wearer. A percentage of sales from the pack will go to Moving The Goalposts, a community-based organisation that, since 2002, uses football to empower girls in the rural and urban areas of Kilifi and Kwale County in East Africa. MTG’s goals are to have a more inclusive, just and peaceful world where girls’ and women’ human rights are realised and protected. It uses a rights-based approach and focuses primarily on sexual and reproductive rights, health and choice. Releasing march 8 at selected retailers such as END.