Adidas Originals and Lifelounge Collaboration


All Day I Dream About Sneakers is a new collaborative project from Adidas Originals and Lifelounge, inspired by the brand’s avid creeds of “Impossible Is Nothing” and “Celebrate Originality.” The project showcases the story of the world’s original sneaker freak, Herr Fritz Träumer – a mythical and enigmatic sneaker designer who dedicated his lifetime to constructing the most original range of sneakers ever seen. Adidas has published a limited edition book, exclusively available at sneaker retailers around Australia and New Zealand, featuring excerpts from Träumer’s private journals and imagery of his unique sneaker creations. A true visionary, Herr Fritz Träumer saw vast potential in the sneaker well beyond its athletic function and humble appearance. Absorbed daily in a world of sneaker design, he dreamed beyond the realm of possibility and in a series of notebooks and journals, quietly penned visions of sneakers that were truly out of this world.

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