Ever since opening their doors in 2003, Overkill has maintained a close relationship with the sneaker community and Kreuzberg locals. Now the Berlin store celebrates that open approach with a cutting-edge sneaker collab. Here’s the story behind the upcoming Overkill x adidas AM4.
With their recently established SPEEDFACTORY, adidas introduced a groundbreaking concept in the brand’s history. It’s a revolutionary development facility that marks the latest stage in adidas’ quest to create the ‘perfect shoe’. “It gives us the opportunity to combine unique manufacturing speed with the flexibility to rethinkconventional processes,” says James Carnes, Vice President of Strategy Creation at adidas.
Overkill combines these production possibitlies with their costumer-focused approach on both transparency and shopping experience. 300 lucky winners get the chance to purchase their sneakers, while also witnessing the entire production process. Each pair will star in its very own video, which can be watched via thanks to an NFC chip implanted in the heels. After registering via app, customers can see the production of their own shoe – including the laserprinting of its individual number.
The Overkill-exclusive AM4 takes advantage of all the unique possibilities of the adidas SPEEDFACTORY. Based on the power of in-depth sports data, ultra-specific fit programming and a bonding technique that eliminates the need for glue, sneakerheads are in for a unique pair of trainers.
The shoe consists of a knitted upper with sythetic suede and TPU overlays as well as TPU outsole. A white BOOST unit with integrated Torsion Bar provides comfy cushioning. Finally, the high-performance “Made in Germany” sneakers feature Overkill branding and each pair is individually numbered.
Release Details – Overkill x adidas AM4 (EE7836)
The Overkill x adidas AM4 will be available on October 6, 2018. The shoe retails for 219,95 €, while the size run goes from EU 36 to 48 / US 4-13.
The exclusive release event takes place from 11AM -8PM at Overkill Shop in Berlin’s Köpenicker street 195a.
In other Three Stripes news, Packer and adidas recently presented a second EQT collab.