For Eric James, this collaboration is all about resilience, rebirth, and remembrance.
Eric, affectionately known as “Shake”, uses the trendy adidas sneaker to tell the story of his cancer survival- and how he is reclaiming “control” of his life. The result? A wearable symbol of physical, communal, and mental wellness.
Inspired by Wisconsin’s state fruit, the sneaker, dubbed the Cranberry 5’s, features a colorway that pays homage to the Milwaukee community that stood by Shake throughout his recovery journey. The deep tones nod to the strength, warmth, and pride of the city that helped restore his foundation and purpose.
Earlier this week, the founder of CLICKS Milwaukee took to Instagram to not only share the collaboration but to open up about his battle with cancer.
” I had a long battle with cancer. I’m completely on the other side of it now, but this shoe inspired me to tell my story as I kept it quiet for far too long because it made me feel vulnerable… remember, men are superheroes,” revealed James.”The adistar control 5 (cranberry 5) is meant to uplift and inspire everyone to take control… it could be in your faith, your relationship, or your health. Let’s all get healthy, mentally and physically, and take control,” he continued.
James’ vulnerability serves as a reminder of the importance of our health and our ability to be honest and supportive of one another- messages he hopes to channel into the reopening of the original Black Market space as the permanent home of JAY ACADEMY. The space will operate year-round as a community hub that supports Milwaukee youth through tutoring, career mentorship, creative coaching, “fades-for-grades” haircut sessions, computer and DJ classes, and sneaker and footwear design workshops.
To celebrate the launch, adidas Cornerstone Community and Shake will host a full slate of community-first events across Milwaukee, including:
-
Sneaker Fair at Dr. Howard Collegiate Academy, featuring hands-on design workshops and interactive activities that encourage young creatives to explore the intersections of art, fashion, and culture.
-
The Grand Unveiling Event at the newly reopened JAY ACADEMY brick-and-mortar home, honoring the students, neighbors, and supporters who built and continue to shape the space.
-
Take Control of the Mic Comedy Show, spotlighting Milwaukee’s rising comedic voices and celebrating laughter as a form of healing and joy.
-
Take Control of the Mic Afterparty, bringing together Milwaukee’s cultural leaders, creatives, and change-makers for a night of music, unity, and city pride.
This collaboration is the latest milestone in the ongoing partnership between adidas Cornerstone Community and JAY ACADEMY, who have jointly facilitated more than 20 community-driven events since 2020 – each contributing to support, leadership development, and cultural empowerment across the city.
In his message on Instagram, Shake shares that he believes we are all “super heroes”. Through overcoming his battle with cancer and turning around to give to his local community, he leads by example. His collaboration with adidas is a testament to his word. His follow-up is proof of action. If we are all superheroes, Shake is at the front of the pack, leading us to battle.
The “Cranberry 5s” release via CLICKS on November 15th online and in-store with a retail price of $140.
