The rollout of Anthony Edwards’ debut signature sneaker with adidas has been a masterclass in product marketing. Adidas nailed the tone of the AE1 campaign by perfectly translating Edwards’ bravado into every piece of promotional material. Still, it takes more than marketing to make the kind of impact the AE1 has had. Edwards lived up to the campaigns and hype around his debut sneaker by electrifying the audience each time he stepped on the court this past season. Now, adidas is following up the favorite for sneaker of the year with a low top. Edwards’ ascension to superstar status inspires the first colorway of the AE1 Low and will drop exclusively at Foot Locker this weekend.
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The AE1 Low stays true to the look and feel that helped make the High so popular. It features a TPU generative support wing that provides stability, containment, and mid-foot breathability. For comfort, Light Boost guarantees maximum energy return on the court while keeping it lightweight. A herringbone outsole provides superior traction needed for a game as explosive as Edwards’. “This summer, no one is keeping up with the AE 1 Low,’’ says Anthony Edwards. “We dropped the top on your favorite hooper’s favorite hoop shoe, perfect for leaving the defense looking silly. Believe that.”
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The AE 1 Low “Ascent” colorway will debut on July 20, 2024 at 10 a.m. ET alongside the AE 1 Mid “Ascent”. Additional AE 1 Low colorways will be released in 2024. The AE 1 Low retails for $110 and will be available exclusively at Foot Locker, the adidas app and select adidas stores. The AE 1 Mid retails for $120 and will be available exclusively via the adidas app, select adidas stores and global retailers.
