adidas Consortium was launched as a creative tool to work closely together with the most influential retailers, brands and fashion designers around the world. The Consortium has always been committed to produce a unique and fearless range of products for each collaboration with iconic styles, taking queues from adidas’ archives throughout the decades. Having launched back in 2006, Shelflife has been trailblazers in the local sneaker community. In their first-ever partnership with a South African partner, adidas Consortium has partnered with Shelflife for the exclusive adidas Consortium X Shelflife capsule.
The adidas Consortium X Shelflife sneaker is based on the adidas ZX running shoe, which has been reimagined with modern touches. Shelflife brings their own eye-catching approach to the recreation of the ZX4000 model with a more luxurious touch. The silhouette features greyscale nubuck and woven fabric underlays to create a sense of craftmanship across the shoe, inspired by the local scene. The medial side of the shoe is revealed in action, which showcases a colourful, jacquard-printed panel. All campaign assets were created and shot in South Africa, by local creatives, Paul Ward (photographer) and Gabrielle Kannemeyer (stylist).
The adidas Consortium x Shelflife is set to drop on 13 April 2019 and will be available at both the Johannesburg and Cape Town stores, as well as online at shelflife.co.za. The drop will go live at 6pm on the day and will retail for R2,499.