The Adidas superstar has long had a very masculine aura around them, beeing seen on almost only men when making its massive impact on HipHop culture with RUN DMC wearing them constantly and influencing hiphop related street-fashion world wide. It had become a badass shoe, with a strong and outgoing attitude that could not be missunderstood. However, the classic silhouette of the Adidas Superstar and its attitude it could not be exclusive to men forever.
As the queen of Hiphop – Missy Elliot started to collaborate with Adidas the matcho male aura of the Adidas Superstars was about to change. More than a decade later, the Adidas Superstar women and men have really made a move towards equality .
“The Adidas Superstar and its attitude it could not be exclusive to men forever”
As time and street-fashion change, there are new waves of retro vibes coming back, and more interesting, it seems to be crossing over the borders of gender oriented models as well. This has shown to be very productive in terms of evolving the street fashion and abeling strong attitudes and statements crossing over the gender borders. Sterio types get confused, mixed, used and re interpreted in a way that has not been as supported before in tis manner in sneaker culture.
Collaborations and sponsorships as the one Adidas has had with Missy Elliot i.e. are of big importance in this context and we hope to see more of these collabos in this gender crossing direction.