adidas Canada has partnered with Canadian NBA basketball player, Bennedict Mathurin, to create a unique custom-designed shoe to represent him during this year’s All-Star Weekend. The Rising Stars Game on February 17 will feature Mathurin wearing the exclusive pair.
The shoes are inspired by Mathurin’s roots and showcase both the Haitian and Canadian flags. They feature the “MTL” and “NORD” prints, with the Indiana Pacers logo and Benn’s number, “00” incorporated into the design. The shoes are also dedicated to Benn’s brother, Dominic, who passed away in a car accident.
Mathurin wanted to pay tribute to his brother by keeping his dream of making it to the NBA alive. He included the phrase “DOMIX World” on the shoes to commemorate his brother. The release of the custom shoes will be accompanied by a short film that celebrates Mathurin’s passion for basketball and its impact on the Montréal North and Haitian communities. The film, narrated by Mathurin’s sister, focuses on how his dedication to the sport has influenced and inspired the communities he represents.
Image Credit: adidas
What's Driving This Trend
- Custom-designed Sneakers
- Opportunity for more custom-designed sneakers for athletes to showcase their personal brands and pay tribute to their roots and communities.
- Sports-inspired Footwear
- Opportunity for adidas Canada and other footwear brands to continue collaborating with sports stars to design shoes that reflect their personalities and inspire their fans.
- Sneaker-driven Storytelling
- Opportunity for more brands to combine storytelling and sneaker design to connect with customers on a personal level and create emotional associations with their products.
Who This Affects Most
- Sportswear
- The sportswear industry can collaborate with athletes to create custom-designed clothing and accessories that reflect their personalities and tell their stories.
- Athletics
- Athletic organizations can partner with footwear brands to design shoes that represent their teams and help their athletes compete at the highest level.
- Marketing
- Marketers can use sneaker-driven storytelling as a tool to create emotional connections with customers and build brand loyalty through personalization and customization.
