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Adidas Naked Consortium Magmur sneaker
Photography Polina Vinogradova

The dad sneaker trend isn’t going anywhere, according to adidas & Naked CPH

The Copenhagen-based women’s sneaker store teams up with the sportswear label to present a new, 90s-inspired style

While the idea of the dedicated sneakerhead likely brings to mind a bucket hat-wearing fuckboy with a logo-emblazoned chest bag slung around his torso, and the industry itself is still a heavily male-dominated area, over the course of the last few years, more and more women are making a space for themselves on the sneaker scene.

Springing up around the world are a series of specialist stores dedicated to women’s kicks: in East London, Pam Pam offers a curated edit of the best footwear, streetwear, and lifestyle products, while in Copenhagen, Naked prides itself on ‘supplying girls with sneakers’, stocking everything from OG Stan Smiths right through to innovative styles by Y-3.

Now, the Danish label has joined forces with adidas to create an entirely new sneaker – the Magmur Runner – which releases today. The launch marks the start of the German sportswear behemoth’s new Consortium Communitas project, which will see it collaborate with a number of creative communities throughout 2019.

The sneaker itself channels some heavy 90s normcore vibes, featuring a stacked adiprene sole, functional tech mesh uppers, and leather accents. “It was about elevating the current chunky sneaker aesthetic – an evolution of the dad shoe that’s distinguishable as a Naked creation,” explains Naked creative director Stine Pedersen.  

Released today is the accompanying campaign, as shot by a series of female photographers whose own values and aesthetics reflect those of Naked. Along with a diverse cast of seven models, Petra Kleis, Polina Vinogradova, and Sarah Buthmann have all put their own spin on the sneaker with a distinctive set of images.

The Magmur Runner sneakers are available March 16.