Adidas has announced the launch of a new Consortium Cup – a four week footwear design tournament, with 16 of the world’s most iconic sneaker stores going head to head for the chance to be crowned champions.
Organized in knockout format, the Consortium Cup includes sneaker stores Overkill, Nice Kicks, Hanon, END., Xhibition, Footpatrol, Extra Butter, Bait, Commonwealth, BSTN, Kasina, HAL Studios, Politics, Carnival, Offspring, and Mita Sneakers, as they compete in a series of sneaker design inspired challenges.
Beginning Feb. 16, every Thursday the competition will be open for 48 hours during which time everyone holding an Adidas Confirmed app account will be able to vote for their favorite designs in the app. The store receiving the most votes will progress to the next round.
The first round will focus on Adidas’ classic silhouettes. The quarterfinal will highlight the three stripes’ basketball legacy. The semi-final will explore running innovation, and the competition will conclude with a top-secret finale.
The winning shoe from each round will be produced in limited quantities and made available for purchase at a later date – with a total of 15 sneakers making it from concept to store shelves.
For more on how Adidas use an app to its marketing advantage, see our exclusive report: Inside the Digital Strategies and Ecosystems of Nike & Adidas
