In 2012, the Adidas pulled Stan Smiths from the market. It was a ballsy gamble centered on a simple, familiar premise: that absence makes the heart grow fonder. Supplies were limited, people began wanting them—bad—and just when they’d about given up hope, Adidas re-released Stan Smiths in a 2014 promotional blitz that included sending personalized pairs to celebrities with their own portrait in place of Smith’s. The stunt’s success was called by Bloomberg “one of the greatest comebacks in marketing history.” And is part of the reason your dad and Kanye (and David Beckham and Gigi) are sneaker twinning.
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