After two years on the sidelines, Adidas is bringing back its iconic Stan Smith sneaker to woo a new generation of consumers. The cult kicks have sold more than 30 million pairs worldwide since tennis superstar Stan Smith first lent his name to the shoe in 1971, and this time around the man himself, now 67, will be on hand to help promote the Spring ’14 re-launch. “Some of Stan Smith’s most remarkable feats as a tennis player happened while wearing his namesake shoe,” notes Kelly Olmstead, U.S. brand director for Adidas Sport Style.
Footwear’s equivalent of a plain white tee, there’s little detail beyond foam padding at the rear to protect the tendon and a row of perforations on the side for ventilation. Adidas has turned to its brand ambassadors to promote the re-launch in an online series titled, “The Return of Stan Smith.” British tennis star Andy Murray and Derrick Rose of the Chicago Bulls are shown talking about their first pairs alongside actor Will Arnett and singer Sky Ferreira. Adidas is also offering fans who tweet an image of themselves wearing the shoe using the #stansmith hashtag a chance to replace Smith’s trademark tongue graphic on a pair of personalized shoes.
A new range of Crayola-bright suede versions in green, red and blue hits stores this month. “A silhouette as simple and beautiful as this just can’t be replicated,” Olmstead says.