During the celebration of “404 Day,” adidas and The Athlete’s Foot teamed up with the 404 Collective to pay homage to the heart and soul of Atlanta with the 404 Day Superstar sneaker. The special-edition sneaker designed to honor the city’s deep rooted impact on fashion, music, and sports.
“Partnering with adidas and The Athlete’s Foot was about more than creating a sneaker—it was about celebrating Atlanta’s rich legacy. Every detail in this shoe reflects the city’s culture, creativity, and influence. This is more than footwear—it’s a symbol of pride for the A, designed by the people who shape its story every day,” said The 404 Collective.
To celebrate the launch, the collaborators hosted a four-day event series from April 2–5 in Atlanta.
April 2: VIP Kick-Off Party at The Athlete’s Foot Store (Midtown)
The launch party featured music, cocktails, and a first look at the highly anticipated 404 Day Superstar sneaker.
April 3: 404 Dinner w/ Friends Scholarship Fundraiser
The 404 Dinner offered a fine dining experience in support of the 404 Fund—dedicated to scholarships and grants for local groups such as the Girl Scouts of Greater Atlanta, Morris Brown College, and more.
April 4: 404 Day Official Night Party at The Stave Room
The event featured live performances from top Atlanta artists, including an exclusive headline set by 2Chainz, alongside curated cocktails and immersive experiences that highlighted the city’s dynamic music scene. Images
April 5: 404 Day Parade on Peachtree St and Celebrity Influencer Softball Game
The first annual 404 Day Parade featured the 404 Day sneaker float, live performances, local food vendors, street artists, giveaways, photo booths, and a sneaker cam.
At the softball game, local influencers and celebrities faced off in a fun, community-driven game offering fans a chance to see their favorites in action while supporting the 404 Fund. Proceeds benefited scholarships and initiatives aimed at uplifting Atlanta’s future talent.
The adidas 404 Day Superstar dropped on April 2 at 4:04 PM EST, available in limited quantities at The Athlete’s Foot stores in Piedmont Park, Atlantic Station, West End, and Cumberland Mall.
About Post Author
