What to wear now: adidas SPEEDFACTORY

Foot Locker in Europe has announced the fourth and final design in its limited-edition “City Series” product as part of its ongoing partnership with adidas SPEEDFACTORY.

adidas SPEEDFACTORY combines radically accelerated footwear production, open source co-creation and localised manufacturing to offer sneaker lovers around the world access to locally tailored, limited-edition sneakers. These Foot Locker exclusives go from concept to store in ground-breaking speed – this particular design has gone from simple illustration to product available at retail in just two months.

Based on iconic adidas silhouettes, Foot Locker and adidas sourced local creatives to inject the DNA of their city into the adidasSPEEDFACTORY process, with the final design determined by a panel jury of Foot Locker and adidas experts.

The fourth drop in the adidas SPEEDFACTORY City Series was conceptualised by designer and illustrator Jasmin Sehra, who has crafted her winning design to represent the 32 boroughs of London, inspired by graphics and patterns from the 80s and 90s, bold typography, her love for nature and her Indian heritage.

Speaking about the insights that contributed to her design, Sehra commented: “I am passionate about identity, empowerment, self-love and positivity. London is home to me. I love how our city has nourished and impacted us, through the influence of the different communities. People all over London inspire vibrancy, beauty, fashion and street art culture.

This is what I love most about London; it’s unique, creative and full of inspiration. Growing up and living here, you’re submerged in a melting pot of people, cultures and vibes. I wanted to reflect that mix of influences through my pattern and colours. I created an abstract version of the London map, which formed the base of my camouflage design. I overlapped this with a graffiti-like colour pattern with the silhouette of the River Thames, running through the whole design as a symbol of unity through the city. The etched map design on the side of the shoe is made up of reflective 3M, representing London at night.”

The silhouette will be launching online and in Foot Locker’s Marble Arch and Oxford Street store on the 27th November and is limited to just 600 pairs worldwide. There will be a limited pre-release at the Brixton store on the 26th November between 4-6 pm, at which Sehra will be present to hand out a special gift to the first buyers (whilst stocks last).

Each pair will come in a special collectors’ box, portraying London cityscape artwork on the outside. Similarly, each release of the city pack across Europe has its own unique packaging and those who collect all four releases can combine them to see a full piece of artwork portrayed across all four sneaker boxes.