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Adidas AE History
The Anthony Edwards shoe line kicked off in 2023 with the AE1, a model that quickly grabbed attention for its innovative design and high-performance features. Built to match Edwards’ explosive style of play, the AE1 incorporated advanced cushioning and a secure lockdown fit, catering to athletes who prioritize speed and control. This first release earned widespread popularity, appealing to both players and sneaker enthusiasts.
To build excitement for the AE1, Adidas launched a dynamic media campaign that showcased Edwards’ skills and personality, bringing his on-court energy to fans around the world. Striking commercials highlighted his journey from rising star to a top NBA talent, using dramatic visuals to emphasize the intensity and drive behind the AE1’s design. These ads connected with audiences, not just as a product pitch but as a story of grit and dedication.
The campaign’s bold approach helped solidify the AE1 as more than just a shoe—it became a symbol of Edwards’ rise and a standout in Adidas’ basketball lineup, setting the tone for future releases in his signature line.
