The avant-garde fashion brand AVAVAV, in collaboration with sportswear giant Adidas, has faced a wave of criticism following the launch of its latest collection, which features Adidas’ iconic Superstar sneakers with a distinctive twist.
Co-marketing, as defined by HubSpot, is a strategy undertaken by two companies where they collaborate on promotional efforts to drive a co-branded offering.
Business2Community highlights that such partnerships occur between organizations with similar audiences, focusing particularly on developing collaborative marketing content and strategies.
Introducing the New Sneakers
The $250 sneakers, which debuted at Milan Fashion Week as part of AVAVAV’s 2025 collection, feature detachable rubber toe caps called “Superfingers,” mimicking the decidedly uncool barefoot running shoes.
The “added appendage,” according to Adidas, is a nod to AVAVAV’s “four-finger motif,” visible in the brand’s logo and referenced in their gloves, hats, and boots—similar to Maison Margiela’s Tabi shoes.
The unusual release has divided fans, with some praising the look as “cool,” while others criticized the brands on social media for the extravagant design, calling it “cursed,” “ugly,” and “alien-like.”
“What’s wrong with making normal stuff?” a disgruntled follower commented on an Adidas Instagram post.
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“If you call this fashion, you need therapy,” another mocked.
“Wow, Adidas is trash now,” wrote another person. “I remember when you guys made cool things.”
However, AVAVAV’s creative director, Beate Karlsson, described the collaboration as a “lifelong dream,” though she doesn’t take it too seriously.
“From the start of our partnership, I was encouraged to ‘make fun’ of Adidas,” she told Hypebae.
“There’s so much irony in how seriously we take sports and fashion; exploring that while maintaining a serious attitude has been incredibly fun.”
Despite the controversy, the market seems to have spoken: some sizes are already sold out online.
AVAVAV is known for its experimental approach to street style and its theatrical presentations. In previous shows, audiences were encouraged to throw trash at models.
Notably, in recent years, their runway shows have featured deliberate falls by models or performances involving them running down the catwalk.
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