Adidas launches sneaker design contest with UK, US, Europe and APAC retailers

By

Nigel TAYLOR

Published
Feb 15, 2023

Now here’s a cup-winning sports tournament with a difference. Launched by Adidas, it’s called the Consortium Cup, “a first-of-its-kind” four-week-long footwear design tournament. 

It features 16 of “the world’s most iconic sneaker stores” going head-to-head for the chance to be crowned champions. The stores are from the UK, US, mainland Europe and Asia.

Organised in a four-round knockout format, the tournament features retailers Overkill, Nice Kicks, Hanon, END., Xhibition, Footpatrol, Extra Butter, Bait, Commonwealth, BSTN, Kasina, HAL Studios, Politics, Carnival, Offspring, and Mita Sneakers, all competing in a series of “sneaker design-inspired challenges”.

Of course, each round centres on a particular Adidas style. The initial round of 16 focuses on the brand’s classic silhouettes, with the quarterfinal highlighting the Three Stripes’ basketball legacy, the semi-final exploring running innovation, followed by a “top-secret” finale. Adidas said “each round is set to take on a specific theme related to the brand’s storied heritage”. 

Every Thursday, from 16 February, the competition will open for 48 hours and everyone holding a ‘Confirmed’ account able to vote for their favourite designs directly in the app. The store receiving the most votes in each match-up will progress deeper into the tournament.

The winning shoe from each round will be produced in limited quantities and made available for purchase at a later date – with a total of 15 sneakers making it from concept to store shelves.

Meanwhile, for the duration of the tournament, Confirmed will play host to an array of content – from behind the scenes looks to game-day style analysis from commentators Snoochie Shy and Craig Mitch.