How Eric “Shake” James, adidas Celebrate Milwaukee with The adidas Rivalry Low “414 Day”

The sneaker pays homage to the Cream City and the late, legendary Jam Master Jay.

Eric “Shake” James’ relationship with adidas predates the CLICKS boutique as he and his good friend (and the third member of the Run-DMC crew) the late Jam Master Jay were giving sneakers, apparel and more out on Hollis Avenue in Queens and even meeting the legendary Jon Wexler at an adidas Christmas party and discussing the possibilities of opening a store.

In the following years, Shake and the Three Stripes slowly but surely began a relationship that brought energy and hope to Milwaukeeans.

In the early days, Shake and adidas would team up and host an annual charitable event for the underserved communities in the city’s north side.

The momentum from Shake and his passion for giving back to the city would flourish and become J.A.Y. Academy. With the help of adidas and other partners, J.A.Y. Academy has delivered its six principles to Milwaukee’s next generation: Financial Literacy & Planning; Professional Development; Politics for the People; Life Readiness; Arts Education; and Wellness.

This year, however, marks a new era for both parties as adidas and Shake are celebrating Milwaukee like never before with the release of the adidas Rivalry Low “414 Day” sneaker — nodding the city’s area code.

But it means more than just a colorway of a famed Three Stripes sneaker — it’s a moment for the city and for the late Jam Master Jay as well.

“The Rivalry was a favorite of mine and Jay’s,” Shake said. “We both liked that shoe a lot.”

As for the design of the shoe, Shake wanted to make sure that a sense of pride was felt by Milwaukeeans when seeing the sneaker for the first time and with every wear.

“I wanted to have a great representation of Milwaukee throughout the sneaker,” he stated. “From the cream color, the bricks, the cheese on one tongue, the beer on the other, bowling, to the lighthouse.”

While the dairy and beer references are well known from the city’s sports fandom, the Cream City brick tongue and its underlying story are the foundation of the sneaker and a testament to the city’s resiliency.

During the infamous Third Ward Fire of 1892, the blaze wiped out sixteen square blocks, burned 410 buildings, 215 freight cars and took five lives.

All that was left standing was the city’s famed Cream City Brick.

“The brick tongue [is my favorite detail],” Shake mentioned. “Having that shoe in hand and touching that brick is different. It looks flat but it’s raised. You can feel it.”

And for the lucky fans who get a chance to obtain the “414 Day” Rivalry Lows, they’ll feel the textured portion of the shoe tying back to the city and its essence that makes the story and 414 Day so special.

On April 11, Shake and adidas will host complimentary footwear design workshops in collaboration with Wood U. Local students at Siefert Middle School will receive footwear to personalize for the event. The festivities continue on April 12 with a “414 Day” Rivalry Low release celebration, featuring performances by hip-hop icon Lil Kim, Brooklyn Queen and a live DJ set by Mr. New York.

“414 Day is important to me and for the community because I want the kids to always dream big,” Shake added. “If someone would’ve exposed me when I was that young that I could design sneakers, my trajectory could’ve changed. I want to give them an opportunity to learn there’s a future inside of sneakers. I want them to explore their creative side and to dream big.”

The adidas Rivalry Low “414 Day” releases for $130 in-store at CLICKS and online at on April 13, 2024.

Keep it locked on Nice Kicks on Instagram and the sneaker release dates page to stay on top of the latest news and drops.

adidas Rivalry Low “414 Day”

Release Date: April 13, 2024
Price: $130

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