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Strategy November 12, 2018

Adidas To Launch ‘Game of Thrones’ Sneaker Collection

The designs will feature on Adidas’ Ultra Boost trainers.

By  Christopher Ruvo

View this post on Instagram

First Look at the adidas Ultra Boost x GOT “WHITE WALKERS” ❄️🌬 THE WINTER IS HERE 🥶

A post shared by @ solebyjc on Nov 5, 2018 at 8:32pm PST

Unless you’re fortunate enough to have a dragon, travel around Westeros is likely to require a lot of walking.

Now, you’ll have the perfect footwear for the trek.

Adidas has teamed up with Game of Thrones to release a micro collection of sneakers themed around the wildly popular HBO fantasy series. The @Solebyjc Instagram recently posted several styles that are reported to be part of the forthcoming collection. The tennis shoe in the above image, with its ice blue color scheme, is a likely nod to the White Walkers, the supernatural similarly-colored antagonists from the frozen north that want to destroy the show’s human world of Westeros. The “Winter is Here” tag on the back of the shoe reinforces the reference.

Adidas is apparently going for subtly with this collection. There are no depictions of dragons or swords or Peter Dinklage visages adorning the trainers teased so far. Rather, Adidas appears to be using color scheme to allude to show themes and the fictional leading families or houses – House Stark, House Targaryen, etc. – from the series. The below sneakers from Adidas reference House Targaryen -- famous and feared for its having harnessed the power of dragons. Hence, the fiery colors.

The other sneaks so far released appear to be geared toward women, and are a wink to lead character Daenerys Targaryen.

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❄️”Queen Daenerys” 2019 #got #johnniewalker #gameofthrones

A post shared by @ solebyjc on Oct 13, 2018 at 5:04pm PDT

Quick aside: The “White Walker” whiskey shown here is a cool collaboration between Game of Thrones and Johnnie Walker. But back to sneakers. Reports indicate that the Game of Thrones trainers will all come on Adidas’ regular Ultra Boost sneakers. On the back, they’ll feature a small tag, or flag if you prefer, that references a particular House or GOT theme. Custom aglets and tongue tabs will add to the unique feel, with the loudest direct branding coming on insoles that feature a giant Game of Thrones logo.

What will the rest of the to-be-released-in-2019 collection look like? Not sure, but earlier this year, Yeezy Media reported on some potential mock-ups. They include House Stark, House Lannister and Night Watch sneakers. Check ‘em out.

For promotional products distributors, the Adidas + Game of Thrones collaboration again denotes a trend we’ve been reporting on for a while now: An apparent growth in interest in branded footwear, be it fun socks, sandals and crocs, and/or sneakers.