There’s a new shoe in town, and sneaker heads are in their Happy ...


There’s a new shoe in town, and sneaker heads are in their Happy place

Superstar Pharrell Williams steps out in Sandton to launch his new sneaker

Andrea Nagel

Crowds waited outside the adidas Originals store early on Saturday morning to catch a glimpse of the American rapper, singer, songwriter, record producer, entrepreneur, and fashion designer Pharrell Williams who was due in store to launch the latest offering in his collaboration with adidas shoes.
Sneaker heads had been up early to be the first to buy a pair of shoes from the store and, by doing so, win themselves a seat in an exclusive interview with the star conducted by media personality Maps Maponyane. The first 10 shoppers to buy a pair of sneakers won a seat at the interview and a chance to get their shoes signed by Williams.
The new shoes were launched in SA ahead of the global launch, allowing SA sneaker enthusiasts to get their hands on a pair before the rest of the world.
Williams’s latest design is the adidas Originals limited new colourway of BYW LVL X, which retails at R3,999.
The first 10 numbers called in the raffle were be issued with a golden ticket that allowed access to the exclusive Q&A and meet-and-greet session with Williams, hosted by Maponyane.
Pharrell continues his exploration of changing lives through sport, lending his design aesthetic to the adidas Originals Basketball silhouette, including the text “GRATITUDE” and “EMPATHY” embroidered on the vamp of each shoe in black letters.
Powered by the technologies and innovation of BYW, the X takes the original DNA and make-up from the PW BYW beta-blending BOOST technology with the new construction to provide a new level of comfort to lifestyle basketball – BYW PW LVL X features an updated knitted upper construction. The upper features a blend of soft, breathable knit fabrics in a base of black, with multiple different colours contrasted.
“The best things in life take time and are rarely perfect first time round. There is something beautiful about that process, from the intangible to the tangible. I continue my basketball journey with adidas. The next step. The X phase,” said Williams, who was in Johannesburg as part of the collection of stars that performed on Sunday at the Global Citizen concert.

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