Eric "Shake" James & Adidas Celebrate '414 Day' in Milwaukee
Once again, adidas is teaming up with CLICK's owner and founder, 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 the philanthropist is proud to call home.
But anytime Shake and adidas link up, it's about way more than sneakers. Shake and the adidas Cornerstone Community share a commitment to supporting community programming for underserved communities in the Milwaukee area.
Working in tandem with 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.
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Yesterday, the collaborators offered free footwear design workshops in partnership with Wood U, where local students at Siefert Middle School were gifted footwear to customize for the occasion. They are also hosting a 414 Rivalry Low release party featuring energizing performances by hip-hop legend Lil Kim, Brooklyn Queen, and a live DJ set by Mr. New York.
Shake's adidas 414 Rivalry Low is available April 13 in-store and at clickskicks.net for $130. In honor of the day that inspired it, the first 414 pairs purchased will be numbered 414. As part of the exciting announcement, Men's Journal Sneakers spoke with the Milwaukee legend about his impact on the community and the sneaker industry.
We have another sneaker collaboration between you and adidas. Where does this one rank for you?
"The Day One is always going to be my favorite, because that is the first one. This one is getting a lot more traction than that one. Everyone likes the way the shoe turned out, so this one is up there."
As is always the case with you, there is a large philanthropic component to this collaboration. How has adidas been to work with on community projects?
"Man, they have been outstanding. It is very easy because our visions align. We both are trying to help the youth, show them a better way, and make the world a better place."
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Hopefully, you will be doing this sort of work for a very long time to come, but what do you see as your legacy in the sneaker industry?
"I want to be known for more than a guy who had a sneaker collaboration, but someone who gave back inside that moment. Every sneaker I've done has a community element... Because if I'm not doing that, what am I doing it for?"
What advice would you give to young adults and kids who want to follow in your footsteps?
"Keep going forward. A lot of kids don't understand the sneaker business. When they're laying out your clothes and getting fresh for school, they don't realize that's a stylist who can get paid for that. They don't understand that people get paid for storytelling through sneakers. So, I just want to expose them to that and show them that someone from here did it."
Last question: what is currently in your sneaker rotation?
"I've been in love with the adidas Crazy iiinfinity's since they came out. The adidas AE 1s - I have three of the six colorways. Then, the Day Ones. So those are the sneakers I'm rotating right now."
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