To commemorate 404 Day, Atlanta’s unofficial annual holiday, locals will have a chance to get a new shoe to walk the city’s potholed streets in.
On Wednesday, April 2, the 404 Collective and The Athlete’s Foot will release a limited-edition “404 Day!” themed Adidas Superstar sneaker.
What is ‘404 Day?’ And why are Atlantans talking about it?
The shoe will be available at four metro Atlanta Athlete’s Foot locations: Atlantic Station, Cumberland Mall, Lee Street and Midtown Promenade. A wider online and in-store release will follow on Friday, April 4.
According to Darius Billings, vice president of marketing and community engagement at The Athlete’s Foot, the idea was born when reps from Adidas approached him seeking to create a 404 Day sneaker and using The Athlete’s Foot as the retail lead…