2000s commercials were something else. From Nintendo and GoDaddy to Axe Body Spray and countless others, “sex sells” was less a marketing theory than an industry-wide operating principle. That era of shameless innuendo, exaggerated fantasy, and late-night cable absurdity now sits squarely at the center of fashion and footwear nostalgia, making it fertile ground for West NYC’s latest adidas Rod Laver release. The Upper West Side retailer is introducing a new pink colorway through a campaign that channels the provocative advertising language of the decade with its tongue planted firmly in cheek.
The sneaker marks the latest chapter in West NYC’s ongoing adidas Rod Laver series, a partnership that makes particular sense given the retro tennis model’s deep roots in New York, and especially on the Upper West Side. West NYC Brand Director Adir Landes says the store hopes to become for the Rod Laver what H&R Hosiery was for the Air Force 1 back in the 1980s, that being a hotspot for collectible, store-exclusive colorways.
The first special make-up tied an orange Rod Laver to Upper West Side institution Zabar’s, a natural community connection that made the shoe feel like more than the sum of it parts. The same thinking carries over here, though the tone is considerably less family-friendly and much more suggestive.
At the center of the campaign is a 20-second commercial starring frequently pantsless New York street comedian @ollyybee, whose size 12s appear to attract more than a few admiring glances. The sneaker itself is actually very straightforward, pairing the Rod Laver’s classic white mesh foundation with hot pink accents on the heel tab and outsole.
West NYC’s pink adidas Rod Laver releases July 25th in-store and online for $100. See detailed images below if you’ll be going for a pair.
