What does it really mean to build something from the ground up, not just a brand, but a movement? For Eric “Shake” James, it started with a decision as a kid to pick a pair of adidas over Jordans, a moment that would unknowingly shape the course of his life. From his early days growing up in Milwaukee to becoming one of the most authentic voices in sneaker culture, Shake’s journey is deeply rooted in community, creativity, and pride in where he’s from.
In this wide-ranging conversation, we explore how Shake turned his love for sneakers into a platform for purpose, designing shoes that carry meaning, founding 414 Day to celebrate Milwaukee’s culture, and using every release as an opportunity to uplift and educate the next generation. His unwavering commitment to storytelling prove that impact and authenticity still matter in an industry often driven by hype. This is more than just the sneakers, this is creating legacy and motion.
What do you remember most about the first pair of kicks you picked out as a kid? That moment is so pivotal for anyone who’s into sneakers. Was there a specific pair or a moment that shaped your life?
My mom hates when I tell this story, but yeah, so we grew up extremely poor. She worked at this old store called Woolworth, and she’d been saving up for a while. I was doing well in school, so she told me, “I’m gonna buy him a pair of shoes.” She took me to the store, and I think she must’ve set everything up beforehand with the guy working there. Like, she had my size ready, the whole thing. We walked in, and there was this brand-new pair of Jordans sitting on the counter. She pointed to them and said, “That’s the one, right?” And I’m like, “Yeah, that’s the one.” Then she told me to go pick them up, but instead of grabbing the Jordans, I walked past them and picked up a pair of Adidas. Everyone was in shock. Like, “Wait, what?” But I was like, “No… this is the one.”
I used to be in the music business for a while, traveling, touring, doing all that, so I really saw the rise of Adidas from the ground up. But the thing is, I picked that shoe before I ever fell in love with music. First, I fell in love with the sneaker. Then music came along, and it just amplified everything. It all builds on itself. You don’t even realise it at first, it’s just everything connecting.
You’ve actually designed your own sneaker. Looking back, did you ever imagine that was possible? What surprised you the most about that journey?
Man, it’s been a dope journey. I always dreamed of having my own sneaker, but back then, it wasn’t something I thought would actually happen. I was just into sneakers, I wasn’t chasing collabs or anything. I just loved the culture. You know how it is, some people online will hype up a shoe, this or that, but for me, it was always just about the love. I’ve always had a strong sense of personal style. I just wore what felt good to me. I didn’t care who endorsed it or what name was attached, I just needed a shoe that felt cool, that fit my vibe.
Once I got into the collaborator space, the biggest lesson I learned is that designing sneakers is limitless. Like with my first shoe, I thought it was fire, I loved the story, I thought it was perfect. But then when I started working on my second one, I was like, “Oh man, I could’ve done this differently… or added that.” And that keeps happening the deeper I get into it. You start realising how many different directions you can go in.
When you’re really in it, you see that the creative ceiling doesn’t exist. The storytelling is everything, but so is the intention. I only want to collaborate on shoes I’d actually wear. If I’m not excited to wear it, I’m not interested in making it. The sneaker world is wide open. You could literally put glass on a shoe, leather, metal, whatever, anything you can imagine, you can do it now. And I think now, when I’m designing, I take it way more seriously. At first, I thought there were rules or limits. Now I know there aren’t any.
You started out with your store, and it took about eight years before Adidas really recognised your work. What was that journey like? Especially balancing running a business, managing staff, stocking product, and at the same time building a brand worthy of collaboration?
Man, a lot of people think owning a store is glamorous, but it’s really not. Don’t get me wrong, it’s cool, but it’s a lot of work. I always say that to people. I’d get questions all the time, especially from my friends: “Yo, why is it taking so long for Adidas to give you a collab?” They’d see others getting those opportunities and wonder why I wasn’t yet. But I always said, “It’s not my time yet.” So I just kept my head down and kept grinding. Eventually, the opportunity came, and when it did, I was ready.
I’ve been trying to build something real. A place and a culture that resonates with people beyond just transactions. That kind of energy is what brought you to us, right? And I think that speaks volumes.
I saw you released the first sneaker, then came back with a second iteration. I’ve seen them all over. What’s it like to get that kind of organic love from celebrities, real cosigns, not just paid placements?
Yeah, Usher was wearing the Day One sneaker from that first drop. That moment was huge. Honestly, from my music background, I’ve built some great relationships over the years. And it means the world to me that people like that still show up for me. But I didn’t know he was gonna do that. I didn’t ask him. Couldn’t afford to ask him! He’s a friend, but he just did it out of love. That support means everything. Same with Bun B, he wore the sneakers on Drink Champs. That was crazy.
We also made a hoodie called the Unity Hoodie, it had two hands about to shake with the Adidas leaf in the middle. That piece carried a message, and people really connected with it. And Bun B? He wore the Day One sneakers and the Unity hoodie during his Drink Champs interview. I didn’t call him. I didn’t ask. He just did it out of love. That’s what I’m talking about, it’s the mutual respect. They respect what I do, and I respect them just the same. That moment was really special.
We even had this one night, it was supposed to be a small get-together, just a little community event to celebrate the release. Then Fredro from Onyx hits me up and goes, “Yo, we’re pulling up.” I’m like, “What?” And he says, “Yeah, we want to perform.” I was like, “Okay, cool.” Then my boy E.D.I. Mean from the Outlawz hears Onyx is coming, and he’s like, “We pulling up too.” Then Steve Lobel, who’s tight with Jadakiss, gets involved, next thing I know, Jada’s coming. And then Brooklyn Queen from Detroit hits me like, “Yo, I’m in.” I was like, what is going on?
It just spiraled into something incredible. Friends flew in from L.A., people I love and respect got up and performed, 20, 30-minute sets. It wasn’t planned like that, but it became this once-in-a-lifetime moment. I had my mom there, my grandma, my son, close friends, family, maybe 70 people in all. And all of that was to celebrate the launch of my sneaker.
Rupert Campbell, the president of Adidas at the time, was there. Ayesha Martin and some senior leadership from the brand came too. It meant so much to see them show up like that. It was deeper than just a product launch, it was a moment of real community, real love. Looking back at everything I’ve done, the concerts, the community events, the basketball game we hosted at twilight, it’s all surreal. But one thing I’ve always committed to is making sure every sneaker I release includes the community. That’s non-negotiable for me. The Day One launch was definitely one of the most meaningful moments of my life.
I was digging into the story behind 414 Day. I saw a 313 Day in Detroit, and it seemed like you created 414 Day from that idea. How did that happen? You have really carried that movement on your back and turned it into something real.
So here’s how it went down. I was on the phone one day with Tony Holmes, he’s a true Adidas historian and has been there for over 30 years. If you want to know when a sneaker dropped, what colourway came out, or what archive model dropped in which year, Tony’s the guy. We were chatting about Day One, just recapping. Then out of nowhere, he says, “I gotta jump on a call for 313 Day.” I was like, “313 Day?” He says, “Yeah, Detroit does this big thing for it.” So I asked, “Well, why isn’t there a 414 Day for Milwaukee?” And without missing a beat, he goes, “Because you haven’t designed it yet.” That hit me. I said, “Oh… okay.” From that moment, I knew I had to make it happen.
That’s when I began designing 414 Day, because even though I spent time in New York and traveled a lot when I was younger, Milwaukee is home. It felt right to create something for the city that raised me. I really feel like Milwaukee is dope, underrated, for sure. There’s a lot of talent here, a lot of culture, and definitely a strong sneaker scene. But I think we’re often overlooked. I remember back in 2018, I saw this article in Vogue where they said Milwaukee was the coolest city in the Midwest. That’s over places like Chicago, Detroit, and Minneapolis. I remember thinking, “we are cooler than the bigger cities.” But we just didn’t have the same level of representation. So I told myself, I’m gonna be the one to wave that flag and let everyone know: We’re here. Now it’s become a real thing, I’m already excited about 414 Day 2026, it’s gonna be big. You should come through!
You’ve made community a cornerstone of your work. You hosted sneaker fairs for kids, ran design workshops, even opened JAY Academy. How do you hope those efforts reshape how the next generation sees opportunity in the sneaker world?
Honestly, the gatekeeping is still real. That hasn’t gone anywhere. But I just want the kids to dream big, man. Like, when they’re laying out their outfits the night before school, trying to look fresh, they don’t even realise someone gets paid for that. That’s a stylist. But they’ve been conditioned to think their only role is to be a consumer of sneakers. They don’t realise they could be the owner. Or the designer.
So for me, with every shoe I do, I try to include a community element and some positive messaging. Like with “Day One“, the message was: choose your day ones wisely. Your real day one is the person telling you to stay in school, to keep going, to do the right thing, not the wrong thing. That was the heart of that release.
Then with 414 Day, I wanted to help kids take pride in where they live. I told my story through the shoe, but I asked: What does Milwaukee mean to you? Some kids drew corner stores, school buses. Others honored loved ones they’d lost. And the beautiful thing is, they got to wear those stories.
The Twilight Pack, really stuck with me. The messaging “shoot your shot” felt universal. Whether it’s a job interview, a life opportunity, or just showing up for yourself, it was a real call to action. What do you hope people take away from owning and wearing those?
Man, the Twilight Pack was all about confidence. It’s about believing in yourself enough to go for it. Whether that’s applying for that job, stepping up in front of a crowd, or just daring to dream, shoot your shot! I wanted people to lace those up and feel like, “Yeah, I got this.” Because sometimes, that’s all you need, a little reminder that the moment is yours.
So when my homie Alexander John and I sat down to work on the Twilight Pack, one of the first things we agreed on was the message behind the shoe. It’s wild, we think the same way. I’ve been working with him a lot lately, and it’s always smooth. He’s big on community, I’m big on community, so it’s easy for us to lock in.
That shoe was all about encouraging people to shoot their shot. Whether that’s asking your boss for a raise, stepping up to ask someone out, or a kid who stutters reading in front of the class, it’s about facing your fears and pushing through. That’s always been my mission: every sneaker I drop is going to carry positive messaging. It has to hit deeper than just looks.
That really resonated with me. When I started doing interviews, I was terrified. I didn’t know how to approach people or ask the right questions. But over time, I pushed through that fear. Reading the story behind Twilight, it felt personal, like it was speaking to a past version of me, when I used to hold back just out of fear of rejection. You know deep down you can do things, but you just don’t want to risk the “no.” And really, it’s those moments, those shots, that open up everything else. You have to take the shot, even if you miss a few, it’s how you get in the room.
You and Alexander John have worked together a few times now. What’s the creative chemistry like? Are you driving the ideas and he’s helping shape them, or is it more collaborative?
Man, the chemistry is unreal. It’s one of the best creative relationships I’ve had. He actually approached me to work on a sneaker. We met at the Black Footwear Forum a couple of years ago. After we talked, I told him, “Yeah, let’s definitely do something together.” Later, he circled back and was like, “Are we ever gonna work?” I was like, “Let’s run the Twilight project.”
From there, it just clicked. I could say the smallest thing, just the beginning of an idea, and before I even finish the thought, he’s already taken it and put it on steroids. That’s what makes it so dope. I told him about an event I do called “Black on the Block“, where we give out bikes to kids to help fight childhood obesity and get them off their phones. He goes, “I work with a paint company. Next year, let’s let the kids design their own bikes, paint them, tag them, write their names.” Like, who thinks of that?! He took something small and made it huge.
It’s like that with everything. I’ll say one thing, he’ll elevate it. Then I’ll respond with something else, and he’ll build on that. We’re talking five or six times a day sometimes, just bouncing ideas. We’ve got so much in the pipeline right now. It’s exciting. He’s incredible, man. A true blessing to work with. Our minds just click. And we always laugh about this, one time he told me he wanted to be my creative director. Now, we’re talking about a guy who’s worked with Jay-Z, Beyoncé, Kenneth Cole, the big dogs. And he came to me, like, “I want to be your creative director.”
Soon as he said it, I was in. Like, instantly. But he was nervous. He gave me this whole speech, trying to explain why he wanted the role and what he could bring. I let him finish out of respect, but the answer was “yes” the moment he asked. We laugh about that now, but it just shows how humble and committed he is. It’s really interesting seeing how these dynamics play out, especially between you and Alexander John. Like, you clearly know what you’re doing, but that relationship just keeps growing and growing. And I’ve got to say, everything I see from you feels so wholesome. You really come across as a man of the people.
And in a space like sneakers, where a lot of things feel out of touch these days, that’s rare. People like you are exactly who should be leading right now. You show folks how it’s done. You really change the block, you know? I mean, we don’t even have blocks in London like that, but you get what I mean.
What role has Milwaukee City played in your identity, your inspiration, and your work in sneakers?
Man, Milwaukee means everything to me. I just feel like the city doesn’t get the spotlight it deserves. You know, I tell kids all the time, people think you gotta leave Milwaukee to “make it.” But that’s just not true. It used to be all about New York or LA, right? But I think that era’s over. Honestly, it’s been over for like 10 years. The brands just don’t know it yet. Fashion, music, it’s all bubbling out of different cities now. Milwaukee’s hip-hop scene is crazy right now. You look at Atlanta, obviously, but we’ve got our own thing going too.
There’s so much culture here. We get like 90 days of good weather a year, if we’re lucky, but during those 90 days? It’s on. Festival after festival, party after party. The block parties are real. I just found out Milwaukee’s nickname is The City of Festivals, and it makes total sense now. We’ve got Polish Fest, Irish Fest, African World Fest, Festa Mexicana, it’s nonstop. And now with the Bucks and the new arena, the energy’s electric. It’s a good time to be from Milwaukee.
Final question, With all the new Adidas product we’re seeing, what’s catching your eye lately? What pairs are you excited about working on?
Yeah, for sure. There’s a new shoe coming out called the Control 5, I like that one a lot. The profile is crazy. I’m actually wearing the Goukana right now, I love that pair. And then the Jellyfish, man. There’s also the Adidas Adistar, which is the original version of the Jellyfish. A little less bulky, but still super clean. And the Megaride, too, that’s the one that looks kind of like a Nike Shox. I like that silhouette a lot.
Here’s the wild part: there’s a young designer from Milwaukee, Drew Little. He’s only 22 and he’s behind a lot of those shoes. From the Crazy Infinity to the Megaride, he’s been killing it. I just found that out a few months ago. There’s so much talent not just in Milwaukee but from Milwaukee as well.
