20 years of adidas Consortium – The creative soul of the Three Stripes

In 2005, adidas launched Consortium, a sneaker initiative that remains a very special part of the brand today. Consortium was never just a product line; from the very beginning, it was a platform that focused on collaboration, cultural depth, and creative freedom. Two decades later, adidas Consortium is an integral part of international sneaker culture and synonymous with creative excellence, collectability, and community spirit.

THE ORIGIN: QUALITY, CREATIVITY AND CULTURAL RELEVANCE

Consortium arose from the need to allow selected partners to exchange ideas with adidas on an equal footing. Not a mass product, but a curated project that focused on quality, authenticity, and innovation. The early years, in particular, were marked by projects with boutiques and stores that were deeply rooted in their local scenes. Sneakers were not only recolored here, but completely reimagined conceptually. 

Each release was a work of art: high-quality materials, detailed designs, experimental color combinations, very often with strong cultural or political messages. Consumers recognized Consortium models by the famous handshake logo, the symbol of the close partnership between adidas and the respective partner. "The Respect Is Mutual" is one of the guiding principles of adidas Consortium, and you can feel it in every single collaboration.

OVERKILL & ADIDAS CONSORTIUM: BERLIN CREATIVITY WITH GLOBAL INFLUENCE

One of adidas Consortium's most important and consistent partners is undoubtedly us at Overkill in Berlin. Our Kreuzberg store is not only a place for sneaker enthusiasts, but also a creative think tank and mouthpiece for the Berlin scene. Together with adidas, some of the most important releases in the Consortium series have been created in recent years, which also represent milestones for us at Overkill.

Particularly outstanding was the ZX 10,000C "I CAN IF I WANT" – a statement sneaker with iconic color blocking and a unique story. The model was not only visually stunning, but also embodied the Berlin mentality: self-determined, loud, non-conformist. The ZX 8000 "No Walls Needed" Edition 2020 also proved that Overkill collaborations are not only aesthetically pleasing but also socially thoughtful. With its symbolic wall print on the insole, the shoe addressed freedom and solidarity – a theme that has particular historical significance in Berlin. Our last Consortium releases from 2024 were a triple pack celebrating Overkill's 20th anniversary. A tribute to the national soccer team in the European Championship year was also a must and was authentically realized with the ZX 8000 "Heimspiel".

INTERNATIONAL HIGHLIGHTS & CULTURAL DIVERSITY

But Overkill wasn't the only one to write adidas Consortium history. Many other sneaker boutiques and personalities contributed to establishing the project internationally. These include, among others:

KITH – Ronnie Fieg transformed classic models such as the EQT Support into luxurious, premium designs with a modern appeal.

Footpatrol – brought a dark, tech-inspired aesthetic to the ZX line.

Nice Kicks – created a psychedelic masterpiece with the "Woodstock" NMD.

Atmos – whose interpretations of ZX classics caused a stir, especially in our community.

Artists, musicians, and designers were also involved, such as Pharrell Williams, who addressed diversity and inclusion with his Human Race concept. British designer Craig Green transformed adidas silhouettes into sculptural fashion pieces, while rappers like Pusha T infused Consortium models such as the EQT with autobiographical depth.

THE ROLE OF CONSORTIUM IN SNEAKER CULTURE

Consortium has always been more than a side project. It was and is a cultural stage. At a time when many releases seem inflationary, the Consortium series represents the opposite model: limited quantities, strong stories, deep values. The series proved that sneakers are not just fashion, but cultural expressions that can reflect identity, zeitgeist, and social movements.

In times of hype and fast fashion, Consortium is a calming influence. Each release is carefully curated, often with a focus on craftsmanship, sustainability, or social commentary. This is precisely what makes the line as relevant as ever, even after 20 years.

20 YEARS - AND STILL GOING STRONG

To mark its anniversary in 2025, adidas is celebrating the history of Consortium with a mix of retrospective and forward-looking events. This year's Paris Fashion Week featured a grand ceremony with all Consortium partners from around the globe. Curated by Sarah Andelman, founder of Colette, and created by artist Pitter Patter, unique works of art were on display, paying homage to each Consortium partner. 

In the future, we can expect reissues of iconic models, new collaborations with long-standing partners such as Overkill and KITH, as well as fresh names from the next-gen creator community. Adidas is already teasing that the handshake tongue will remain a symbol of collaborative strength in the future.

The message is clear: Consortium remains a space where authenticity is more important than trends and where sneakers are not just sold, but told.