Fashion

After shaky social media debut, ‘404 Day!’ Adidas sneakers set to hit stores

The limited-edition Adidas Superstar shoe sparked a range of emojis in initial reactions.
The 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas.

The 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas.
By Maurice Garland – For The AJC
March 31, 2025

To commemorate 404 Day, Atlanta’s unofficial annual holiday, locals will have a chance to get a new shoe to walk the city’s potholed streets in.

On Wednesday, April 2, the 404 Collective and The Athlete’s Foot will release a limited-edition “404 Day!” themed Adidas Superstar sneaker.

ExploreWhat is ‘404 Day?’ And why are Atlantans talking about it?

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404ward is a signature UATL series that recognizes the people and brands moving Atlanta and Black culture forward. Credit: AJC | Getty| Fontes

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The 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas.

Credit: The Athlete's Foot

The 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas.

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Two models wear the 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas. A lace lock on the front of each shoe was created to resemble gold teeth.

Credit: The Athlete's Foot

Two models wear the 2025 limited-edition "404 Day!" sneaker, created in collaboration with the 404 Collective, The Athlete's Foot and Adidas. A lace lock on the front of each shoe was created to resemble gold teeth.

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htiw yhw ot eht taht reccos eohs ytimixorp fo ton ekil s’yawroloc a ,detinU ?abmaS ,rO atnaltA ’sadidA

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Members of the 404 Collective pose for a photo at the 404 Day scholarship gala on April 3, 2024, in Atlanta.

Credit: Josh Williams

Members of the 404 Collective pose for a photo at the 404 Day scholarship gala on April 3, 2024, in Atlanta.

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seciov ereht eht taht lacitpeks ,leuqes .moor niamer elpoep rehto ekil si detivni otni fi epoh era dna a rolyaT ,elihwnaeM

m’I“ lliw ”,sgniht eht eht eht taht gnilletyrots gnilletyrots llits gniees dias tup ,elpoep yllautum tsom ekil ekil ,ti detseretni ni leef noitucexe evisulcxe evitcelloc tub dnuora era dna .rolyaT I

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eW“ ohw nehw erew ”,meht eht eht dias enilno .dekael denioj segami draeh noitasrevnoc ,sgnilwaR

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siht seirots ruo rehto fo rettelswen erom pihsrebmem rebmem ekil ni eerf rof .stifeneb dna a LTAU emoceB

no no dna ,X LTAU koTkiT .margatsnI wolloF ,koobecaF

About the Author

Maurice Garland