The 2.0 iteration of this iconic shoe takes inspiration from the heritage of Cricket — specifically the dignity and distinction of classic style that’s become a signature of the sport and continues to transcend into luxury and fashion…reports Asian Lite News
Extra Butter, the progressive New York streetwear and fashion boutique and independent lifestyle brand, has been a long-time collaborator with the global athletic apparel and footwear giant, Adidas. Over the years, the two brands have collaborated on seven successful global projects, and they are pleased to announce the launch of their very first such collaboration exclusively for India.
The idea for this collaboration came about when Extra Butter was planning the launch of its 1st international outpost in Mumbai. Given their history of collaborations, Extra Butter reached out to Adidas to see if they could work together to create something for India — specifically to celebrate Extra Butter’s arrival here — and the Adidas team in Germany were only too happy to oblige.
For this collaborative collection between the two brands, Extra Butter’s Co-Founders and brothers Ankur and Nick Amin wanted to tell an Indian story, one that they were nostalgic about. Cricket was a sport that both had a lot of fond childhood memories of; the brothers had grown up hearing about cricketing legends, such as Sunil Gavaskar and his exploits on the pitch and witnessed the sport’s elites, like Kapil Dev and Sachin Tendulkar, put Indian cricket on the global stage.
Parallelly, Ankur and Nick were aware that Extra Butter’s debut in India would be about a month, or so, ahead of the 2023 Cricket World Cup and they both thought, “why not tell a story that focuses on Cricket?” After all, Cricket is woven into the fabric of Indian society. What was initially a leisurely pastime for the English upper classes, has evolved into an influential cornerstone of the country’s culture. The core values of Cricket, its principles, spirit and elegance continue to captivate our nation and are passed down through generations. With India’s hosting of the 2023 Cricket World Cup roughly coinciding with Extra Butter’s launch in Mumbai, the brand wanted to honour the nation’s love affair with the sport.
The centrepiece of this Extra Butter X Adidas collection is probably the Adidas Cable-Knit 2.0 SC Premiere model of shoes, in white and cricket-ball red. Incidentally, the original Cable-knit SC Premiere was designed by Extra Butter’s designers, Bernie Gross and Jeff Staple, along with Adidas’ design team and marked the first time ever that cable-knit fabric was used as an upper on a sneaker.
The 2.0 iteration of this iconic shoe takes inspiration from the heritage of Cricket — specifically the dignity and distinction of classic style that’s become a signature of the sport and continues to transcend into luxury and fashion. The design of the shoe is loaded with Easter eggs, and this is the first time the Adidas name appears in Hindi on the uppers of the shoe. Also, the design features the years that India has won the Cricket World Cup on the medial side of the shoe. Beyond that, there are a few hidden Easter eggs that customers will have to hunt for.
Additionally, the collection also features a range of apparel, including a stunning club blazer and pants, along with a vest and a full-sleeve sweater in the iconic cable knit material, that is synonymous with Cricket attire. The hero piece is a short-sleeved cable-knit button-up shirt that is sure to be a big hit. The creative teams at Extra Butter really added a lot of flavour to the story by focusing on the fashion element of Cricket — specifically the elegance and sophistication of the attire of the sport. There are also a variety of streetwear staples like T-shirts and caps to round off the collection.
Observing the passion surrounding Cricket in India and speaking about his growing interest in the sport, Extra Butter’s Creative Director, Bernie Gross, says, “I really loved deep diving into Cricket, a sport I knew virtually nothing about. Seeing how people in India are so passionate about the sport is making me pay a little extra attention to Cricket.”
The products from this collaboration are now exclusively available at Extra Butter’s Mumbai flagship store at Utopia City, Lower Parel, and on the brand’s Indian e-commerce website.
