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In the ever-evolving world of sneaker design, adidas Basketball is making a bold statement with its IIInfinity collection featuring the Crazy, Mad, and newly introduced Nova IIInfinity. Two young designers, Eliya Jackson and Drew Little, are at the forefront of reimagining what lifestyle basketball footwear can be—bridging nostalgia, innovation, and contemporary style.
A Cultural Canvas
For both Jackson and Little, design begins with cultural significance. “I try to start with cultural significance and just figure out where the consumer is,” Drew Little explains. “What are they wearing? What’s their mindset?” This approach isn’t just about creating a shoe, but about telling a story that resonates across generations.
Eliya Jackson, a Gen Z designer, echoes this sentiment. Her approach to the Nova IIInfinity was about capturing nostalgia while speaking to today’s generation. “We wanted to take an iconic era of basketball and bring new energy to consumers,” she says. The goal was to create a shoe that would make an “old head” feel nostalgic while exciting young sneaker enthusiasts.
Blurring Eras: Past, Present, and Future
The IIInfinity line is a deliberate exploration of temporal design. “We wanted a conversation between past, present, and future,” Little notes. This meant looking deep into adidas’ basketball archives—particularly the early 2000s—and reinterpreting those design languages for contemporary audiences.
The adidas Nova IIInfinity, which Jackson primarily worked on, exemplifies this approach. By incorporating molding details, perforations, and metallic accents reminiscent of early 2000s designs, she created a shoe that feels both familiar and revolutionary. “We wanted to create a wearable version of our IIInfinity series,” she explains, “while still incorporating iconic details.”
Design Philosophy: Less is More
Both designers converge on a minimalist yet expressive design philosophy. Jackson predicts the future of sneakers is “really modern, futuristic, minimal product,” where less truly becomes more. Little similarly emphasizes creating silhouettes that challenge traditional footwear expectations.
“We wanted someone to pick up the shoe and ask, ‘How is this made?'” Little says. The design team intentionally blurred typical footwear cues, creating shoes that look unlike anything in the current market.
Design Challenges and Subtle Storytelling
Beyond aesthetic innovation, the IIInfinity line presented unique design challenges. Little emphasizes that manufacturing itself was an opportunity for creative risk-taking. “We wanted to challenge ourselves in terms of the build,” he explains. “We took a risk to create this.”
This approach manifested most clearly in the collection’s branding strategy. Little reveals a deliberate move towards subtlety: “We went down the path of super subtle branding.” Instead of prominent logos, the designers wanted the shoe’s silhouette and color to be the primary identifier. “You can tell what shoe it is from 50 yards away,” Little says, “based on how it’s colored, based on the shape.”
The designers were particularly intentional about positioning the shoes within the lifestyle space. Little notes that while some models like the Nova and Crazy IIInfinity might technically be playable, the primary focus was on creating shoes that exist primarily in a lifestyle context. “We wanted our silhouettes to look as if they won’t be taken on court,” he explains. “I know some people played in the Crazy IIInfinity, but I wouldn’t recommend that since it’s a heavy shoe.”
The Design Process: Collaboration and Learning
Both designers emphasize the collaborative nature of their work. For Jackson, design is as much about learning as it is about creating. “I’m so grateful for a team who understood my position when I entered the industry,” Jackson says. “They knew I had a lot more to learn.” This collaborative approach transformed potential obstacles into opportunities for growth.
“Sometimes you don’t have a lot of time to try things,” she admits, highlighting the pressure of working within tight deadlines. Her saving grace has been a supportive team that understands the learning process. Jackson speaks gratefully about her team, particularly how experienced colleagues guided her learning. “Kudos to the CAM team, Trevor, Pratt, Drew,” she says, highlighting how feedback and mentorship have been crucial to her growth.
Little describes the design process as continuous curiosity. “We want to always be pushing, to challenge ourselves about what the future looks like,” he explains. For adidas Basketball, design isn’t about following trends but setting them.
Looking Ahead
As for the future of sneaker design, both Jackson and Little are optimistic. Jackson envisions “minimalist but maximalist” designs that amplify technology and expression. Little sees adidas continuing to differentiate itself by being bold and taking risks.
“When others zig, we zag,” Little says, capturing the spirit of a brand determined to chart its own path.
The IIInfinity line represents more than just footwear. It’s a testament to design as storytelling, to honoring heritage while relentlessly innovating, and to the power of young, diverse voices reshaping an industry.
