The 404 Collective, a gaggle of 4 Black-owned companies, is celebrating Atlanta’s personal private vacation, 404 Day, with occasions that spotlight the town’s tradition, together with a brand new Adidas collaboration with The Athlete’s Foot.
The collective, composed of Butter ATL, Atlanta Influences The whole lot, End First Advertising and marketing Company, and the Entice Music Museum, was first shaped in 2022 after years of casual partnerships. Butter ATL and Atlanta Influences The whole lot organized their first 404 Day celebration in 2020, and later expanded to incorporate the opposite two organizations to create a unified initiative.
“We had been all doing work individually, however we noticed a possibility to return collectively and create one thing greater than what we might obtain alone,” stated Brandon Butler, founder and CEO of Butter ATL.
The group has collaborated with the town of Atlanta on a number of initiatives, together with this 12 months’s 404 Parade. Scheduled for Saturday, March 5, the parade will start at Peachtree Heart MARTA Station on the intersection of Peachtree Avenue and Ralph McGill Boulevard and proceed south by means of the lodge district earlier than concluding at Underground Atlanta. Greater than 3,000 individuals and 60 to 70 organizations are anticipated to take part.
However a cornerstone of the celebration is the discharge of a limited-edition Adidas Famous person sneaker in partnership with The Athlete’s Foot. The shoe, designed with enter from the 404 Collective, options black nubuck suede, black snakeskin leather-based stripes, purple heel tabs, and gold accents. Further design components embrace an “ATL” emblem, maps of Atlanta Police Division patrol zones on the insole, and peach logos on the tongues. Equipment embrace a “404 Day!” license plate hangtag and a lace lock resembling gold enamel engraved with “ATL.”
Sneakers have lengthy been a serious a part of Atlanta’s tradition, serving as a type of self-expression for creatives, entertainers, and influencers. “It’s one of many ways in which we will categorical ourselves,” stated William “Bam” Sparks, co-founder of the Entice Music Museum.
That is the primary time the 404 Collective has led a sneaker collaboration. Earlier 404 Day sneakers have been launched by manufacturers like Nike and the Atlanta Hawks, however this marks the primary time a model has partnered immediately with the organizers of the vacation.
The undertaking started when Adidas approached The Athlete’s Foot to spearhead a 404 Day sneaker, with the retailer serving because the lead distributor. Darius Billings, vice chairman of promoting and group engagement at The Athlete’s Foot, noticed a possibility to contain the 404 Collective to make sure the design authentically represented Atlanta. “We collaborated many instances, met with Adidas’ product and materials groups, and created one thing that actually displays the town,” Billings stated.
Adidas launched the undertaking to collaborate with native influencers and guarantee cultural authenticity in its designs. In keeping with Butler, the 404 Collective was closely concerned within the design course of, choosing materials and colours to symbolize Atlanta.
Sparks emphasised that the collaboration displays a broader aim of demonstrating the ability of working collectively. “All of us carry a sure affect to the town, and that’s why we shaped the collective within the first place,” he stated. “This stage of collaboration might be repeated, and we’re displaying methods to transfer the tradition ahead.”
Billings hopes this collaboration units the stage for future initiatives that additional have interaction the group. “Once we collaborate, it’s about really involving the group,” he stated. “Adidas got here to the individuals truly placing 404 Day collectively, and that made all of the distinction in creating one thing particular.”
The sneaker will likely be obtainable beginning April 2 at 4 metro Atlanta Athlete’s Foot areas, adopted by a wider launch on April 4.
“We wished to create one thing that actually displays Atlanta’s tradition,” Butler stated. “This shoe is a celebration of every part that makes this metropolis particular.”