For adidas Basketball, Remember The Why Is The Beginning Of A Brand New Chapter
When I was growing up, no one really knew of Adi Dassler nor the impact he had on the world of sneakers. The adidas name — though, in actuality, inspired by the man originally at the helm — stood for something entirely different: “All Day I Dream About Sport.”
And though made up, the above may as well be true, as sport has and will always come first for the Three Stripes. From the pitch to the hardwood and everywhere in between, they’ve innovated in almost every realm, growing alongside the very athletes that made the German sportswear brand what it is today. The game of basketball has evolved more rapidly than most, however, as 2023 has seen one broken record after the next. LeBron James, for example, overtook Kareem Abdul-Jabbar as the NBA’s leading scorer, doing so only weeks before Jayson Tatum brought home the most points ever in an All-Star Game.
At such a key moment in the sport, it’s only appropriate adidas Basketball follow suit and take the next leap forward. But to do so, they’ve wiped the slate clean in an effort to “Remember The Why,” rediscovering what it is that’s truly essential.
adidas Basketball Chapter 02
Though it may seem like your average campaign, “Remember The Why” is so much more — it’s adidas Basketball ushering in an entirely new era.
adidas Basketball Chapter 02
According to Eric Wise, the Global GM of the sub-label, the Three Stripes are “stripping away the excess and focusing [their] vision on the passion for the game. While we’re building on pillars of the past, we recognize that the style, ambitions, and purpose of the modern hooper are evolving -– but the genesis of why we started remains. At adidas Basketball, we’re setting ourselves up to serve the modern athlete to encourage them to 'Remember the Why,' and reject the noise in order to unlock new possibilities and avenues of success.”
Raising its flags in Salt Lake City amidst the hype of All-Star Weekend, “Remember The Why” has since inspired two extensive collections of apparel and footwear: Chapter 01 and Chapter 02. Both are very much aligned with the new direction, further wiping the slate clean with androgynous, oversized cuts and understated yet nuanced color palettes. Footwear, of course, runs central to the entire range, presenting icons the likes of the Rivalry and Forum in an entirely new light.
While the late ’80s and ’90s — a time when basketball culture was on the rise — have served as a big source of inspiration for the brand in the creation of the above-mentioned product, they’re now beginning to focus on how contemporary hoops culture itself has evolved. And to ensure they’re not left behind, they’ve lined up a drove of new, innovative products across 2023, from brand-new signatures to the return of icons past.
To ring in the future of the line-up, adidas Basketball made the trip to Salt Lake City, hosting an immersive exhibition within the walls of 6SIX9.
Remember the Why at 6SIX9
Alongside spotlighting the newly-released Chapter 02 collection, the brand previewed much of their upcoming footwear, which featured the yet-to-release weapons of athletes the likes of Damian Lillard and Donovan Mitchell, both of whom were in attendance that night. Anthony Edwards, Jalen Williams, Candace Parker, and many more big names were also amongst the crowd. But even despite the countless celebrities that walked the venue floor, the star of the evening was none other than the sneakers on display.
adidas Basketball really showed up for the occasion, teasing standouts from both their lifestyle and performance categories. Starting first with the former, the Chapter 02 collection was sprawled throughout, showcasing the full breadth of the entire range. But beyond the hoodies accentuated in proportion and Rivalry Lows clad in luxe, suede materials, the Three Stripes shared a first look at many an upcoming release. The SUPERTEAM 2000 S and it’s slide-styled counterpart set a more unique, modern tone in tandem with the Crazy IIInfinity, the latter of which effectively continues the legacy of the late and legendary Kobe Bryant. And speaking of the Black Mamba, two classics from his early run with the German sportswear giant, the Crazy 8 (formerly the KB8) and the Top Ten 2010, are confirmed to be returning.
Making a fitting introduction at one of the biggest events in the world of basketball, signature sneakers from adidas’ roster of athletes were lined up side-by-side during the “Remember The Why” activation, providing a sneak peek at what today’s greatest would soon be rocking on the court. Damian Lillard’s next, the Dame Extended Play, made a grand appearance in upcoming colorways, as did the D.O.N. Issue #5, the latter of which may be the Spida’s best yet. Forthcoming iterations of the Trae Young 2, Harden Vol. 7, and more were also unveiled.
