404 Collective And The Athlete's Foot Collaborate On ‘404' Adidas Shoe

Forbes

04-04-2025

ATL's 404 Collective is a powerhouse squad of the city's top creatives, recently teaming up with adidas and The Athlete's Foot to unleash the ultimate ATL homage: the adidas Superstar "404 Day".
Atlanta's creative and entrepreneurial spirit, from its hip-hop scene to its sports legacy, is being amplified thanks to the 404 Collective, an alliance of Atlanta-based leaders. Celebrating their groundbreaking collaboration with Adidas and The Athlete's Foot, the Adidas Superstar "404 Day" shoe is their love letter to the city, packed with cultural significance.
ATL's 404 Collective is a powerhouse squad of the city's top creatives, recently teaming up with adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
The 404 Collective was formed by some of Atlanta's most influential voices, bringing together leaders from marketing, music, and cultural movements to shape the city's creative landscape. These leaders had been making waves individually but recognized the power of unity across the greater Atlanta area.
The collective includes Jah Rawlings, Founder and CEO of Finish First Marketing Agency, known for driving impactful brand strategies; William 'Bam' Sparks, Co-founder of the Trap Music Museum, a cultural institution celebrating Atlanta's hip-hop legacy; Tory Edwards, Head of Operations & Content at Atlanta Influences Everything, an initiative that highlights the city's cultural impact; and Brandon Butler, CEO of Butter ATL, a media platform amplifying Atlanta's voice in digital storytelling. Together, they form a powerhouse collective dedicated to elevating Atlanta's influence on global culture.
ATL's 404 Collective is a powerhouse squad of the city's top creatives, recently teaming up with adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
Jah Rawlings explains how it all came together stating, "We were all creating cool things around the city about seven years ago and kept bumping into each other. Atlanta's one big family, just on different branches. We kept saying 'We need to work together.'"
404 Day celebrates Black opportunity, entrepreneurship, leadership, and creativity in Atlanta. What started as individual efforts to honor 404 Day originally held on April 4th, numerically reflecting Atlanta's area code, has evolved into a weeklong celebration backed by major brands and deep community support.
Trinidad James at 404 Day festival: ATL's 404 Collective is teaming up with adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
This collaboration makes a cultural statement for Atlanta and its sartorial influences through music. The design of the Adidas Superstar sneaker was led by the Athlete's Foot and 404 Collective, ensuring every detail reflects Atlanta's essence.
The shoe features red bottoms, symbolizing Atlanta as "Black Hollywood." Gold grill accents pay homage to hip-hop culture and Eddie's Gold Teeth, a legendary ATL institution. The snakeskin leather stripes represent luxury and Atlanta's high-end influence, while a peach on the tongue and a map of Atlanta on the insole nod to the city's neighborhoods.
Rawlings explains, "Everything in this shoe reflects Atlanta - hip-hop, influence, celebrity, and community." Darius Billings, vice-president of marketing and community engagement at The Athlete's Foot Atlanta adds, "The Superstar is a classic canvas. We worked with 404 Collective and Adidas to tell Atlanta's story [of] sports, fashion, [and] music. Even the lace jewels nod to Southern hip-hop."
ATL's 404 Collective is a powerhouse squad of the city's top creatives, recently teaming up with adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
What began as a single-day celebration has blossomed into a whole week of events dedicated to uplifting Atlanta, featuring the VIP Shoe Launch at The Athlete's Foot on April 2, followed by a Scholarship Gala supporting AUC schools, including Clark Atlanta, Morehouse, Spelman, and additionally Georgia State on April 3.
The official 404 Day on April 4 includes a City Hall Proclamation, Tech Back the Block showcasing Black vendors, while April 5 marks the city's first-ever parade expected to draw over 2,000 participants. The week culminates on April 6 with a celebrity softball game at Georgia State's stadium, formerly Turner Field.
ATL's 404 Collective, adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
As Rawlings emphasizes, "This isn't just a pop-up—we're year-round, impacting the community," highlighting the Collective's ongoing commitment to the city beyond these signature events. From music to fashion to entrepreneurship, Atlanta's impact is proven with this dedicated collaboration that listens to the culture, with legendary results.
ATL's 404 Collective, adidas and The Athlete's Foot to launch the adidas Superstar "404 Day".
Unlike brands parachuting into the city for a quick marketing stunt, Adidas and The Athlete's Foot ensured this partnership was authentically Atlanta. Jah highlights the difference by noting, "This wasn't just Adidas throwing something at Atlanta. We spent time thoughtfully creating this. Adidas let us paint on their canvas." Darius Billings echoes this, explaining how the partnership came to life. He says, "Adidas came to us and said, 'You guys are Atlanta—we want this to be authentic.' So we brought in 404 Collective to keep it rooted in true ATL."
From music to fashion to entrepreneurship, Atlanta's impact is undeniable. This collaboration proves that when brands listen to the culture, the results are legendary. We're showing a unified front—something I hadn't seen in my 25 years here," Jah sums it up. Darius concludes, "This project is rooted in history and community. It's bigger than just a shoe."