(PORTLAND, Ore.) — adidas is once again teaming up with CLICK’s owner & founder, and philanthropist Eric “Shake” James to ring in Milwaukee’s 414 Day this year with a limited-edition, collaborative Rivalry Low release, paying homage to the city that Shake is proud to call home. Shake is also tapping the adidas’ Cornerstone Community again to bring the launch to life with a bespoke local event series leading up to 414 Day.
Shake imbued the 414 Rivalry Low with Milwaukee DNA, starting with a cream upper as the foundation and a textured “Cream City Brick” tongue. The silhouette’s suede Three Stripes arrive in green with red accents reminiscent of the classic Milwaukee Bucks’ colors. Cheese blocks—a Wisconsin delicacy—adorn both heels and the right tongue, while the left tongue features a pint glass decal emblematic of the city’s storied beer heritage.
Continuing the tradition from his DAY ONE Forum Low release, Shake added his signature microphone keychains as an accessory to the 414 Rivalry Low—a tribute to his hip-hop roots and the sneaker culture that inspired him along his journey.
Shake and the adidas’ Cornerstone Community share a commitment to supporting community programming for underserved communities in the Milwaukee area. Working in tandem with the Shake’s nonprofit organization J.A.Y. Academy, the collaborators have hosted over 15 events since 2020 and achieved impactful milestones. Throughout 2024 and 2025, adidas, in partnership with Shake and J.A.Y. Academy will provide wellness workshops and professional development programming, develop a community space, and award grant scholarships to participating local youth.
Their latest milestone is manifesting this weekend leading up to 414 Day. On April 11, the collaborators will be offering free footwear design workshops in partnership with Wood U, where local students at Siefert Middle School will be gifted footwear to customize for the occasion. They’ll also be hosting a 414 Rivalry Low release party on April 12 featuring energizing performances by hip-hop legend Lil Kim, Brooklyn Queen, and a live DJ set by Mr. New York.
As Shake puts it, “414 Day is a special time dedicated to celebrating the essence of Milwaukee. The upcoming sneaker launch holds particular significance as it marks the first of its kind for this occasion. It was truly heartwarming to share this memorable experience with the students of Siefert Middle School, and it was really special to see all the sneaker designs they created. I’m deeply appreciative of adidas’ Cornerstone Community for their continued support, and I eagerly anticipate the opening of the physical home for J.A.Y. Academy in August, which promises exciting opportunities ahead.”
The 414 Rivalry Low is available April 13 in-store and at clickskicks.net for $130.00. In honor of the day that inspired it, the first 414 pairs purchased will be numbered 414.
About Eric “Shake” James
Eric James, or “Shake,” as he is known to many, met RUN DMC in his teenage years when theyr a show and had the opportunitytball game with the legendary hip-hop group. There, he and Jam Master Jay struck were in town fo up their friend to play a baskeship. Shake traveled the world with his best friend, and the two would make songs, shop for shoes to collect, and play video games together.
Shake has always had a huge love for adidas dating back to his childhood, which he had in common with Jam Master Jay who came up with the iconic adidas tracksuit and shell toes for the hip hop group. Shake was featured in Complex Magazine’s “State of Sneakers: 40 Diehard Sneaker Fans.” Shake and Jam Master Jay always talked about having their own adidas Store and now that dream is a reality in Clicks. In memory of Jam Master Jay, Shake annually does a Jam Master Jay back to school giveaway sponsored by adidas that gives shoes, backpacks, haircuts, and school supplies to underprivileged kids and currently this is the 5th year for this event.
About adidas’ Cornerstone Community Initiative
Driven by adidas’ commitment to industry and societal change, the Cornerstone Community actively supports BIPOC-serving retailers by helping them build engagement, facilitate impactful community-driven events, and provides them with access to training opportunities led by esteemed leaders within the adidas industry.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 59,000 people worldwide and generated sales of € 22.5 billion in 2022.
MEDIA CONTACT:
Devin Perales – [email protected]
