Are Sneaker Wars back?!
adidas and Ant Edwards are trying with this new commercial
adidas are back just in time for All-Star Weekend, and Ant Edwards is doing exactly what he does best, causing a stir.
If the first campaign was about subliminal shots and keeping receipts, this time it’s a Euphoria-level diss track.
Firstly, the retro-inspired gaming console is the standout. It adds a layer of intention that goes beyond a one-off film. You can easily see this becoming an in-store activation or playable experience over the coming months, the kind that naturally generates UGC without asking for it.
Secondly, I love that they’re staying inside the Ant world they’ve already built, right down to the colour palette.
Now let’s get into the finer details.
On the surface, you only need to have watched a few games over the past seasons to catch the Monstar-like characters and their very familiar traits. But when you pause it, that’s where it gets interesting. Most of the characters feel pointed for a reason. These aren’t just rivals, they’re signature athletes(minus Joker) at other brands. The subliminal details are deliberate, and they reward attention.
If you are reading this, there is a fair chance you don’t need an explanation. But just know, there is no mistaking who they are aimed at.
I said this last time, and I’ll say it again. Credit to adidas Basketball for letting Ant’s personality fully come through. This campaign only works because it leans into his raw, unfiltered presence. In an era where most athletes are media-trained into sameness, Ant is truly one of one. And the smartest thing adidas can do is keep letting him be exactly that.
The takeaway isn’t the diss.
It’s the trust.
When brands stop sanding athletes down for safety and let athletes become authored characters, culture follows.
Which raises a bigger question. adidas look ready for war, but will anyone fire back? Are sneaker wars back?
As always, thanks for reading.
Hayden