Adidas works with the Milwaukee community leader Eric “Shake” Jamesfounder of the sneaker boutique SNEXto release it 414 Day Samba View Finder. The project arrives in time for 414 Day, Milwaukee’s annual celebration of local identity, and builds on Shake’s connection to the city through design and community work. The collaboration takes the adidas Samba and reframes it through a visual language shaped by Milwaukee culture, offering a sneaker that works as both a product and a narrative.
SNEAKERS
The design draws from aerial views of Milwaukee’s north and south sides. This approach informs the layout and details, referencing the structure of the neighborhoods and the geography of the city. A cream colorway anchors the shoe and ties directly to Milwaukee’s “Cream City” identity, a historical reference tied to the area’s architecture and materials. Additional evidence reinforces this direction. A graphic viewfinder appears on the tongue, linking the idea to observation and documentation, while directional signs nod to the north, south, east and west sides of the city.
The project extends beyond the shoe itself through a partnership with Visit Milwaukee and Summerfest. Each pair includes free tickets to Summerfest 2026, widely recognized as the largest music festival and cultural event of its kind.
Shake and adidas are also activating the launch through local programming tied to 414 Day. In partnership with the adidas Cornerstone Community, they are hosting a series of events throughout Milwaukee. These include a youth sneaker fitting workshop and an in-store launch experience designed to engage younger participants and encourage creative expression. The programming reflects an ongoing relationship between Shake, the adidas Cornerstone Community, and his non-profit JAY Academy. Since 2020, this partnership has focused on youth access and long-term community investment.
Shake’s perspective anchors the play. “I’ve always believed that a sneaker should stand for something, and that’s about being proud of where you come from and making sure the next generation sees that their story matters too“, he said.
The adidas 414 Day Samba View Finder is available exclusively through SNEEX in Milwaukee and online through the retailer’s website, priced at $140.
