Adidas works with SNEX for the WTM Foruma sneaker project that turns Milwaukee’s identity into footwear. Eric “Shake” Jamesfounder of Milwaukee-based lifestyle boutique SNEEX and longtime adidas Cornerstone Community partner, brings the project back to his hometown through a design based on local references. Alexander Giannis leads the creative direction, shaping a Forum that uses layered materials, textures, colors and details drawn from people and places that continue to shape Milwaukee.
SNEAKERS
The name WTM stands for What The Milwaukee, a direct nod to the sneaker’s design language for the city. adidas and SNEEX draw from Milwaukee’s history, neighborhoods, wildlife, food culture and community staples, using the forum as a tribute to local creativity, resilience and pride. The shoe tells this story through mismatched left and right pairs, reflecting the multi-layered character of the city through two different designs that share one concept.
Each pair comes with Summerfest 2026 tickets, giving the release a direct connection to one of Milwaukee’s premier cultural events. Buyers will also receive an insert that explains the story behind each design element, giving context to the references built into the sneaker. The Forum also points to materials and narrative details from Shake’s predecessor 414 Day sneaker with adidas, extending a personal design thread connected to Milwaukee pride and his work with the brand.
Eric “Shake” James describes the project as an honest way to tell Milwaukee’s story through sneakers. To him, WTM reflects the city’s culture, creativity and pride, especially the places people outside of Milwaukee might rarely see. He also sees the release as a way to give back to the community that shaped him and encourage the next generation to recognize the value of where it comes from.
The adidas Cornerstone Community and SNEEX will mark the launch with June activations in Milwaukee. On June 4, the partners will host a youth-focused sneaker expo and customization workshop with creativity and mentorship programming for local students. On June 6, SNEEX will host an in-store launch celebration with moments of community programming and storytelling tied to the launch of the WTM Forum.
The launch continues on June 19th during Summerfest Spring Day, where adidas and SNEEX will host an on-site activation featuring the WTM Forum’s wider re-release, exclusive access and giveaways. On June 20, the partners will close the program with a Juneteenth community festival featuring 500 bikes and helmets to give away, along with family programming, music, food and local initiatives.
The SNEEX x adidas WTM Forum will release exclusively through SNEEX retail locations and online starting June 6th, priced at $180.
