US – The silhouette for adidas’s new Deerupt style has been designed to mimic the pose favoured by sneaker-clad Instagrammers.
‘We increasingly see Instagram pictures where people shoot their sneakers with their foot planted down, making sure that the toe is pressed down,’ adidas global senior design director for its Originals line, Oddbjorn Stavseng, told Highsnobiety. ‘So when you see Deerupt, you’ll see this same ‘toe-down’ effect, which was a purposeful design choice.’
The shoe’s mesh-like exterior takes its design cues from the brand’s 1979 style, the Marathon, but has been re-imagined for the modern social media-conscious consumer. Deerupt’s lifestyle credentials are demonstrated on the adidas website, where a series of close-ups of the style emphasise its aesthetic value.
Until now it has predominantly been beauty brands such as Riley Rose that have looked to Instagram for inspiration in both the design and selection of products, but adidas is demonstrating the value brands across sectors can derive from the social media platform.