Inspired by the style of professional basketball player James Harden, adidas created the Harden Vol. 2 Shoes—and confectionery brand Trolli created a pair of gummy sneakers based on the footwear.
James Harden, who plays for the Houston Rockets, has been endorsing Trolli since 2016 and as part of this unique three-way collaboration, Harden, adidas and Trolli are now coming together to offer the all-new Sour Brite Sneaks range. The Trolli x Harden Vol. 2: SourStock Edition introduces three life-size gummy footwear styles in Strawberry/Blackberry, Lemon/Berry Punch and Lime/Raspberry colorways. Those who want to get their hands on the ultra-rare, edible gummy kicks have the opportunity to donate to StockX, where the pairs will be given out by a raffle with proceeds that will go towards supporting Harden's own 3TheHardenWay charity foundation.
Why This Trend Is Growing
- Gummy Sneaker Collaboration
- Opportunity for confectionery brands to collaborate with athletes and fashion brands to create innovative and edible products.
- Celebrity Endorsement Partnerships
- Opportunity for brands to partner with celebrities to create unique and engaging collaborations, generating buzz and brand awareness.
- Limited Edition Products for Charity
- Opportunity for brands to create limited edition products where proceeds go towards supporting charitable foundations, creating positive social impact.
Industries Being Reshaped
- Confectionery
- Confectionery brands can explore collaborations with fashion brands and athletes to create unique and novelty products that appeal to consumers.
- Sports Apparel
- Sports apparel brands can partner with confectionery brands and celebrities to create limited edition versions of their products, generating excitement and driving sales.
- Charitable Organizations
- Charitable organizations can partner with brands and celebrities to create limited edition products, using the proceeds to support their causes and increase awareness.
