We’re telling our friends we love the Always Do What You Should Do x adidas collaboration 

We’re telling our friends we love the Always Do What You Should Do x adidas collaboration 

by Ollie Cox
2 min

London skate and surf label, Always Do What You Should Do has teamed up with adidas for a collaborative Superstar sneaker, the first of an ongoing link-up.

The collaboration champions Always’ ties to the worlds of surfing and skateboarding, with a focus on positivity, something intrinsic to the London by way of New Zealand label. Since its inception, the skate imprint has released campaigns focusing on spreading good vibes, epitomised in its “Tell Your Friends You Love Them” motto. 

The Always x adidas skate-inspired Superstar pays homage to the timeless Three Stripes silhouette, highlighting key design features. The classic trainer is crafted from sustainable synthetic leather, featuring a standout puffy tongue and @sun logo, a hi-vis reflective heel tab, and interchangeable lace options. In keeping with Always Do What You Should Do’s heritage, a map of New Zealand and its slogan, “Tell Your Friends You Love Them,” are etched onto the shell toe. 

Always Do What You Should Do / adidas ®

The collaboration goes heavy on the beach vibes, seen in the addition of a sandy sole, with the words “London” and “Maunganui,” nodding to the brand’s roots in both countries. To keep the good vibes going, Always and adidas have launched a community space in Hackney, celebrating the individuals that make up their diverse communities and bridging the worlds of skateboarding and surfing.  

adidas has supported skateboarding since 1998 and has collaborated with several skaters and brands for limited-edition styles. Its team features skate legends such as Mark Gonzales, Dennis Busenitz, Tyshawn Jones, and Lucas Puig, and Always Do What You Should is joining its established roster of collaborators. 

The adidas x Always Do What You Should Do Superstar will release via the CONFIRMED app on February 23. 

More on Culted 

See: Coach Fall/Winter 2024 was for the cool kids 

See: From elevated to gross, meet the artists behind APOC NAILS new drop

in other news