When a sneaker isn’t just a sneaker

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When a sneaker isn’t just a sneaker

In the age of celebrity brand endorsement, all you need is one autograph from a star. Adidas has several. The sportswear brand has launched an international touring promotion titled I Signed Exhibition, featuring shoes that have been redesigned, and signed, by young, well-known creative directors from around the world.
Until the end of this month, at its flagship store in southern Seoul, Adidas Korea is displaying shoes from such big-name fashion designers and brands as Jeremy Scott, Stella McCartney, OWN, Kostas Murkudis and A Bathing Ape. Sorry, collectors in Korea: these limited-edition sneakers are not for sale.

by Ines Cho
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