Anthony Edwards’ Kicks Are Living in the Limelight

Adidas played their hand perfectly with a marketing campaign that struck the same color tones as the first offering in the line, and Edwards helped to fuel the fire by downplaying the competition while wearing his traditional smile. As the Timberwolves kept winning early in the season, the level of hype surrounding the AE 1 only continued to grow.

Then the Colorways Happened

As Edwards continued to establish himself as a leader for the Timberwolves, he was taking the national scene by storm. With the AE 1 quickly selling out on multiple websites, the desire to be like Ant was certainly there. Adidas continued to push the envelope by making sure to highlight different colorways of a pair of kicks that are living in the limelight.

From the Stormtrooper’s to the All-Star’s, and from the Blue Velocity’s to the Georgia Clay’s, Edwards had busted out a whole plethora of different options. His on court accolades just continued to add up, and the shoes on his feet became a part of those moments. Throwing down a monster dunk in the Georgia Clay color elevated them to a level of popularity unmatched before they were officially launched.

Edwards has also rotated through a handful of player editions and limited offerings. The McDonald’s All American shoe was widely applauded, and his football colorway going back to his youth with the Atlanta Vikings drew plenty of praise as well. In the playoffs he has busted out a low cut version of the AE 1, and while we haven’t seen a new colorway drop for a while now, the shoe continues to live in the limelight.

Not Since Jordan or LeBron

This sort of excitement over a pair of sneakers hasn’t been felt by an NBA player in quite some time. While many throughout the league have long standing relationships with different companies, and a handful have multiple iterations of their signature line dropped on a yearly basis, nothing has encapsulated what Edwards and Adidas are doing since LeBron James and Michael Jordan.

That isn’t to say the AE 1 is commanding incredible amounts on the resale market, but the desire for Edwards’ sneakers far surpasses the likes of Kevin Durant, Jayson Tatum, or Stephen Curry’s signature lines. Adidas has seen a 30% stock increase over the last six months, and resellers like StockX have seen the excitement he brings to the court translate to demand.

What Edwards is doing as a player is beyond impressive, but Adidas is also beyond excited in what he is doing it in. Right now, Edwards’ kicks are living in the limelight.