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adidas has excelled at engaging and resonating with diverse cultures globally. However, a challenge with the Superstar arose in Mexico: the +50-year-old iconic sneaker franchise had significantly lost its energy within a new consumer generation. Playing with the insight of the duality of the word "Concha" - the fact that Mexicans call the Superstar "adidas Concha" (due to its shell-shaped toe) AND the beloved concha sweet bread, the #1 in popularity in the country - adidas introduced the "Superstar Conchas": a special edition of the Superstar with three playful flavors embedded with Mexico's kitsch and quirky aesthetics.
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