It’s the first collaboration for the German retailer and Italian footwear brand, respectively. The slick sneakers are designed to give a “sneaker high”-like feeling “because shoes are our drugs that we are addicted to,” Afew explained in a statement on the subversive offering.
The Diadora V7000 “Highly Addictive” sneakers drop April 22 on Afew-store.com for 199.95 € (around $214 at the current exchange rate).
Designed in Germany by Afew and produced in Italy by Diadora, the shoes incorporate an intoxicating cocktail of components: buttery suede, kangaroo leather and an ultra-soft leather lining, combined with premium mesh on the toe box.
Design details include a pill logo on the heel and all-over printed insoles featuring graphics of round and capsule pills. The colorway incorporates touches of mint and coral on a white underlay.
For those keen on preventing reselling, the kicks are encapsulated in a blister and must be popped out, similar to how many over-the-counter medications are sealed.
The only thing sobering about the footwear is the packaging, which is designed to ensure reseller protection, “so it’s your choice to get a ‘sneaker high’ or not,” a teaser video explained. Adding to the theme, the shoebox resembles a prescription-drug box.