The much-anticipated BAPE x DAME 9 colorway, the latest iteration in Damian Lillard’s signature shoe line with Adidas, is generating significant buzz, but not without controversy. The new release, which sees the Milwaukee Bucks’ star point guard teaming up once again with the iconic Japanese streetwear brand BAPE, has left fans divided. While the collaboration is sure to be a commercial success, questions are being raised about whether Adidas has opted for a safer, less daring approach this time around.
Damian Lillard, a perennial NBA All-Star, gave fans a sneak peek of the new colorway on Instagram, where he’s seen lacing up the shoes—only to mow the lawn, rather than take to the court. The light-hearted ad, which featured a red, black, and gold colorway, teased the official release date of Saturday, August 31. The post quickly went viral, with fans eager to get their hands on the latest addition to the Dame 9 collection.
However, the subdued tones of the new BAPE x DAME 9 have sparked a debate among sneakerheads and basketball fans alike. In contrast to the bold, vibrant designs of the previous BAPE collaborations with Lillard, such as the Dame 4 released in 2018, this latest release opts for a more muted aesthetic. Alongside the red, black, and gold version seen in Lillard’s post, Adidas is also dropping two other colorways: one featuring earthy, camo-like tones, and another with an Olympics-inspired blue, red, and white palette. The BAPE logo is prominently imprinted on all variants, but the overall design has raised eyebrows for its conservative approach.
The BAPE x DAME 9 will retail for $160 and will be available on Adidas’ official website, as well as select retailers and online shops. Despite the muted reception to the design, sales are expected to be strong, driven by Lillard’s immense popularity and the enduring appeal of BAPE. However, this release raises the question: Has Adidas lost its edge in sneaker innovation?
This isn’t the first time Lillard and BAPE have collaborated. Their initial partnership on the Dame 4 back in 2018 was released during the NBA All-Star weekend in Los Angeles, where Lillard played as part of Team Curry. The Dame 4 featured three distinct BAPE colorways, each marked by vibrant camouflage designs in green, black, and red. The Dame 9, by comparison, seems almost understated, a departure from the boldness that characterized their earlier work.
Sneaker enthusiasts have been quick to point out that the more subdued look of the Dame 9 may be an attempt by Adidas to appeal to a broader audience, sacrificing the uniqueness that initially drew fans to the collaboration. While the Dame 4 was a statement piece, the Dame 9 feels more like a calculated move to ensure mass-market appeal.
From a business perspective, it’s a strategy that might pay off. The more neutral tones could attract buyers who prefer a less flashy sneaker, ensuring that the shoes are versatile enough to be worn both on and off the court. But for die-hard fans who fell in love with the bold, expressive designs of the Dame 4, the Dame 9 might feel like a step backward.
This latest release also comes at a time when Lillard’s on-court future is a hot topic of conversation. Having recently joined the Milwaukee Bucks, all eyes will be on how he adapts to his new team and whether this change will influence future designs in his Adidas line. The BAPE x DAME 9 could very well symbolize this transitional phase in Lillard’s career, where he’s balancing the need for reliability and consistency with the flair that has made him a fan favorite.
As sneaker culture continues to evolve, the question remains whether brands like Adidas can maintain the delicate balance between innovation and mass appeal. The BAPE x DAME 9, with its more subdued design, is emblematic of this ongoing tension. While the collaboration will likely sell well and appeal to a wide audience, it risks alienating the core fans who crave the bold, daring designs that originally set the Dame line apart.
Only time will tell if Adidas’ safer approach with the BAPE x DAME 9 will pay off in the long run, or if it will be seen as a missed opportunity to push the boundaries of sneaker design.
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