Sneaker retailer Extra Butter has launched the ‘Extra Butter x Adidas Consortium Cup Samba’ collaborative sneaker design as an exclusive in its India boutique. The design was voted on by the public during the first ever Consortium Cup design tournament.
“It’s an honor for Extra Butter to be chosen as one of the 16 top boutiques from around the globe to participate in this never-before-seen design tournament with adidas Consortium,” said Extra Butter’s creative director Bernie Gross in a press release. “When asked to prepare concepts, I chose to not look at each round as a one off objective, but rather I saw an opportunity to storytell a unified, overarching creative journey. The theme is ‘love for international films.’ Cinephiles will be able to decipher some of our favorite movies through the color palette, materials and choice of design details.”
The exclusive sneaker design launched in India on November 22 exclusively at Extra Butter’s Mumbai flagship store in Lower Parel’s Utopia City. The sneaker design was first presented during the ‘Consortium Cup’ design tournament earlier this year and has launched online in India on Extra Butter’s e-commerce store for the country.
“Considering the City of God as source material to apply to our Samba design seemed like a no-brainer,” said Gross. “It’s one of my favorite films cinematically, but also provides an unflinching cross section of the overlooked side of Brazil- the poverty-stricken slums of Rio De Janeiro. I imagine those who shared the same eye-opening experience when first watching this film will appreciate the storytelling behind this sneaker collab.”
The sneaker’s colour scheme is inspired by the beaches of Rio de Janeiro and it is emblazoned with an extra Butter’ logo on the side and on one of the tongues. By launching the design in India, Extra Butter aims to engage the country’s sneaker fanatics and offer an exclusive to draw in-store footfall and online clicks.
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