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How Adidas Sambas Took Over the World

The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.

Models wearing trainers — Demand for franchises like the Samba and Gazelle helped Adidas grow sales — and profit — in the years following the catastrophic Yeezy termination. (Adidas)

By

The Guardian

11 April 2024

BoF PROFESSIONAL

On the train from Peckham in south London to Dalston in east London the other day, it became hard to ignore: everywhere one looked were Adidas Sambas. White ones. Black ones. Those Wales Bonner ones with the pony fur and leopard print. Little silver ones. Black leather ones with studs.

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