Adidas Launches New Line Of Superstars with India’s ALL STARS

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By GB Bajaj

To celebrate 40 years and launch of their signature shoe, the Adidas Superstar, Adidas arranged a funky evening with performances by Dualist Inquiry, Nucleya and MadBoy/Mink with some pulsating electronica disco. Raj Kundra , Varun Dhawan, Aditya Roy Kapoor were some of the stars spotted at the event which was held at at the Blue Frog, Lower Parel.

What was invented for basketball in the 1970s, sneakers have now attained a cult status and are a must for everyday wear. It was the rubber shelltoe design that made the shoe stand out and the Superstar was referred to as “shelltoe”, “shell top” or “shell shoes” which moved out from the basketball courts to the pop street, for colleges or parties. It was this iconic design which influenced the youth and they adopted it into the sneaker culture.

The main vertical rise for the SUPERSTAR was mainly due to RUN DMC, who began wearing them without laces in 1983. This rap group turned the sneakers into a cult because of their street-style sense and wore the shoes without laces and with the tongue of the shoe pushed out.

Run-D.M.C being one of Adidas’s loyal ambassador’s during their career and having worn them religiously, the Superstars, even dedicated a song to them called ‘My Adidas’ in 1986 which became a huge  hit and led them to sign an endorsement deal with Adidas, influencing the youth to have a pair.

“The Superstar has gained iconic fashion status over the years,” said Tushar Goculdas, brand director, Adidas India at the launch, “The coolest sneakers on the planet for the most creative and stylish personalities, and you saw it here tonight. We are excited to introduce a whole new range in India to bring more freshness to street fashion.”

Be it a cricket star or Bollywood star, just put them on with or without laces. Start street dancing, partying, go to the movies or don’t be late for college.

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