adidas Originals Celebrates Atlanta’s 404 Day with Two Sneaker Drops, Honoring the City’s Legacy Across Sport and Culture
(Atlanta, GA) – adidas Originals celebrates Atlanta’s cultural influence with two sneaker releases for 404 Day, an annual celebration of local pride, honoring the city’s impact from the 1996 Olympic Games to its continued role across sport, music, and style. At the center are two icons, the adiStar Control 5 and Superstar II, each reworked to reflect that influence.
The 404 Day adiStar Control 5 draws from Atlanta’s running culture, with vibrant color accents and graphics that reference the city’s role on the global stage during the 1996 Olympic Games – nearing its 30th anniversary. The 404 Day Superstar II shifts focus to material and finish, with premium construction, crackled leather detailing, and archival-inspired color treatments, alongside understated references to the Olympic era.
Launching in partnership with key Atlanta sneaker retailers Walter’s, The Athlete’s Foot, and Sole Play, the 404 Day footwear release reinforces adidas Originals’ commitment to the city and its communities. Each partner brings a unique perspective shaped by deep local roots and cultural credibility, helping to bring the product story to life across Atlanta.
The adidas Originals 404 Day adiStar Control 5 ($120) and Superstar II ($100) are now available in limited quantities at Walter’s, The Athlete’s Foot, Sole Play, and select adidas channels.
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About adidas
adidas is one of the world’s leading suppliers in the sporting goods industry. The company, headquartered in Herzogenaurach, employs over 62,000 people worldwide and generated sales of 23.7 billion euros in 2024. For more information, please visitwww.adidas-Group.com.
About Walter’s
Founded in Atlanta, Walter’s is a cornerstone of the city’s sneaker and streetwear culture, known for its deep roots in community and commitment to elevating local voices. With decades of history, Walter’s has built a reputation as a trusted destination for premium footwear and curated apparel, bridging legacy and innovation. Through exclusive collaborations, cultural activations, and community-driven storytelling, Walter’s continues to shape Atlanta’s evolving style landscape while honoring the city’s rich heritage.
About The Athlete’s Foot Atlanta
The Athlete’s Foot Atlanta is a leading destination for athletic lifestyle footwear and apparel, rooted in a mission to inspire and empower communities through sport and style. With a strong presence across the city, The Athlete’s Foot combines global brand access with hyper-local storytelling, championing Atlanta’s influence across culture, music, and sport. Through community engagement, retail innovation, and culturally relevant partnerships, The Athlete’s Foot Atlanta continues to drive connection and accessibility within the sneaker space.
About Sole Play
Sole Play is a premium sneaker and lifestyle retailer based in Atlanta, recognized for its curated approach to footwear, apparel, and cultural storytelling. With a focus on exclusivity and elevated retail experiences, Sole Play brings together global brands and local influence to create a distinct point of view within the city’s retail landscape. Known for its strong ties to Atlanta’s creative community, Sole Play continues to push the culture forward through thoughtful collaborations, immersive activations, and a commitment to authenticity.
