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How Adidas is winning the sneaker game right now


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Photo: Instagram/@adidasoriginals
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Sneakers have made more than a comeback over the past few years.

They’ve gone from “back-in-style” to the shoe of choice for every occasion—seen on the feet of style mavens at Fashion Week, celebrities from the airport to the red carpet, and even on the feet of royalty. (We see you, Kate Middleton.)

But one of the main threads throughout the sneaker revival has been the resurgence of Adidas—thanks, in part, to the revival of ’90s fashion across all categories. (While Nike, for example, is having a tough go of it lately, Adidas’ sales are surging.)

And after the success of the Originals, Stan Smiths, and UltraBoost, it looks like Adidas is not planning on slowing down anytime soon. Coming up: the re-issue of favorites like the Gazelles, as well as a new Kanye West Yeezy collaboration.

What are the must-have Adidas styles of the moment? Scroll down to see our five picks.

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Photo: Adidas

Stan Smith

The trend that started it all. While this style has never reached sold-out status, it sparked the chic white sneaker craze that has expanded into other colors. (Two words: pink power.)

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Photo: Adidas

UltraBoost

This running sneaker is Adidas’ fastest-selling performance shoe ever, according to Esquire. More than 11,000 pairs were sold in the first hour alone, and the style sold out completely in a day. (Sounds like it may soon make our most-coveted list.)

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Photo: Adidas

Superstar

Velour tracksuits, chokers, and crop tops are all a part of the major ’90s revival we’re seeing right now, and at the foot of this trend—literally—is the Adidas Originals Superstar, which features the classic three-stripe design. And it was the most-liked sneaker brand on Instagram last year (to the tune of 80 million likes).

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Photo: Adidas

Gazelle

Another trend that making a huge comeback is the Adidas Gazelle, which was super popular in the ’90s with Kate Moss at the face of the campaign that they’ve rebooted it using the original photography. Now that they have the supermodel seal of approval, they’re one of the summer’s hottest sneakers.

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Photo: Adidas

Yeezy Boost 350

While Kanye West’s affiliation with this sneaker may have (definitely) had an impact on the sales of this sneaker—reminding anyone of Rihanna’s Creepers?—nevertheless, the sales have been impressive. Although the brand only created 9,000 pairs of this sneaker, it sold out almost instantly and is now only available on resale sites for much more than the original price. Hopefully, they’ll become much easier to get your hands on once the Yeezy stores open in the next few years.

While Adidas is killing the sneaker game, they’ve also managed to bring fitness fashion stylists straight to your front door with their subscription box service, Avenue A. This sort of on-demand service has transformed how we think about wellness—find out why we’re all about it with our latest plus factor.