The partnership transforms Shake’s story of surviving cancer and reclaiming “Control” of his life into a wearable symbol of physical, communal, and mental wellness. Inspired by Wisconsin’s state fruit, the Cranberry 5’s colorway 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
Coinciding with the sneaker release, Shake is reopening 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.
About adidas Cornerstone Community
adidas Cornerstone Community is driven by adidas’ commitment to fostering meaningful industry and societal change. The initiative supports BIPOC-serving retailers and community leaders by helping them build impactful local engagement, execute culturally resonant programming, and gain access to professional development led by respected voices across the adidas network. Cornerstone Community values collaboration, sustainability, and the power of shared creativity to move culture forward.
adidas, Eric ‘Shake’ James Presents ‘Cranberry 5’s’ adistar Control 5
