Whitaker Group And Adidas Something Something
Plus Tom Sachs and Frank Cooke are back in at Nike
James Whitner And Adidas Allegedly Joining Forces
Some blockbuster sneaker news: Myself and sneaker influencer Kari Daniels are hearing from multiple sources that Whitaker Group founder James Whitner allegedly has inked a deal with Adidas for a multi-shoe partnership. Timing for the launch of the first shoe is unknown, but this news has been communicated internally. I reached out to Adidas for confirmation but hadn’t head back by the time of publishing.
Details are still murky but the deal is thought to be with the Whitaker Group through one of its six retail entities, which are Social Status, APB, A Ma Maniére, Prosper, Jaide and Off Season. It’s worth noting that Social Status in 2021 collaborated with Adidas on a 4D Ultra sneaker.
This relationship seemingly would line up with Adidas CEO Bjørn Gulden’s recent statements on the all important U.S. market, where the brand has made strides but still has room to grow. “There is a clear, clear, clear plan for how to be more American in America and our product pipeline and our marketing activities are lined up to do that. We have tough competition in the U.S. from American brands, and we have to be better than what we have been before to be successful,” Gulden explained during a Q224 earnings call.
For some history, the Whitaker Group has also collaborated with New Balance, but those shoes haven’t include any branding (though the insole was custom) and thus might more accurately be classified as special make ups.
I’m bringing up NB because part of the intrigue sure to arise from this news is A Ma Maniére’s relationship with Nike and Jordan, which by all accounts appears to be 100-percent exclusive. Case in point, the company announced on Instagram in September of last year, a New Balance partnership that made use of A Ma Maniére branding but shortly thereafter took down the post and replaced it with a post featuring Whitaker Group branding, seemingly indicating Nike took issue with the framing.
Currently, A Ma Maniére and Jordan still have quite a few shoes in the queue, including a possible Retro Jordan 5, slated for release in fall 2025. As such, there’s no reason to conclude AMM’s deal with Nike or Jordan will be impacted. I reached out to Nike about the news and haven’t heard back, however, the brand is reporting earnings tomorrow and is likely in a dark period.
Given the size of the Whitaker Group’s operation, which includes close to 20 stores, two vacation properties and a recently opened skateboard park in Charlotte, North Carolina, it would make sense that the Whitaker Group would take on multiple branded partnerships. As such, an effort with Adidas doesn’t seem all that crazy except for the company’s super tight relationship with Nike and Jordan, both of which have a reputation for not liking to share.
Déjà Vu All Over Again
Nike and problematic designer Tom Sachs are back in bed again. According to a statement by Nike via Complex:
“Tom has demonstrated and recommitted to fostering a culture of respect and inclusivity. We can confirm that our work with Tom will continue and this next chapter of NikeCraft will uphold our shared passion for team, product, and storytelling excellence. More details to come in 2025.”
I don’t want to get too deep into this other than to say this news is not being well received among sneaker aficionados. I do think Nike is clearly trying to go back to an old way of doing things, and some unsavory things are going to come with that.
Nike bringing back long-lost talent has been a theme song for the brand this month and Frank Cooke is a part of that. Cooke used to work his magic on the Jordan side of the business but was let go and that is why he’s making his return through the Nike side of the building. If you’re looking for additional details on this deal, Mike D. Sykes of “The Kicks You Wear” has a lot more information and backstory on Cooke, which you can find here.