Eric ‘Shake’ James and Adidas Aim For a Three-Peat With New ‘Twilight’ Collection
The third time’s a charm.
Eric “Shake” James — the owner of Milwaukee boutiques Clicks and Sneex — has teamed up with Adidas yet again, this time delivering a two-shoe collaboration centered around basketball. The limited-edition “Twilight” collection features new iterations of the Crazy IIInfinity and the Mad IIInfinity Mule.
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The collaboration is inspired by the “twilight hours” that hoopers spend in the gym, working on their game without any fanfare, and the parallels this has for anyone relentlessly pursuing success.
“This is for the ones who know greatness is built over time, not in the moments of flashing lights. It’s about reinforcing in the youth to never be afraid to shoot your shot,” James told FN.
A striking red hue consumes most of the Crazy IIInfinity’s upper, with black taking over the top of the shoe. Tiny Three Stripes branding is employed throughout the larger recessed cutout logo on the upper, as well as the black portion of the shoe. The shoe also features a zip-up shroud and is completed with gum outsoles.
As for the Mad IIInfinity Mule, the look is executed in a yellow-to-red gradient and is entirely covered with tiny Three Stripes branding.
Each pair will come in special, elevated packaging that are inspired by the “Twilight” concept. There are three iridescent boxes — yellow, red and a black-and-red gradient — that are enclosed in a frosted plastic sleeve.
To bring this to collection and concept to life, James tapped longtime friend and creative partner Alexander John, who led the design process.
“He is a great friend and a dope designer, and we’ve always wanted to work together. When I reached out, he said he’d be honored to help me cook up something,” James explained. “He pushed me to try new things. Mostly, he said my first two drops were dope, but I needed to step up my presentation game.”
The Shake x Adidas “Twilight” Crazy IIInfinity and Mad IIInfinity Mule retail for $140 and $80, respectively, and will be available March 1 in-store at Clicks and via Clickskicks.net.
As with all of Shake’s collaborations, he and Adidas Cornerstone Community have several community-focused events in Milwaukee planned surrounding the release.
For instance, there is a “Friends & Family” basketball game scheduled for March 1 at the Mary Ryan Boys & Girls Club that will be open to the public. Rapper Brooklyn Queen and producer Bizness Boi will participate, and there will be a halftime performance by That Girl Lay Lay.
Also, Shake and Adidas have organized a sneaker fair at Seifert Public School, which will include design workshops and other interactive activities.
What’s more, James — who in 2020 founded the nonprofit organization JAY Academy — will be honored on Feb. 28 by local radio station Truth Radio with a Truth Community Award for his dedication to the Milwaukee community.
“I always want to send a positive message to the youth. We make sneakers to make dollars, but it also has to make sense,” James said. “There a lot of great kids here in Milwaukee that I’ve met and all they want to know how to do it, how to become a successful adult, and they see me and know that there’s a real pathway for them.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
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