The West NYC x adidas Rod Laver “Zabar’s” is a collaboration rooted in community, storytelling and New York tradition. Celebrating the 90th anniversary of Zabar’s, the iconic Upper West Side deli, adidas and West NYC came together to create a sneaker that feels less like a brand exercise and more like a genuine neighbourhood tribute.
The Rod Laver, a silhouette steeped in adidas’ tennis heritage, is reimagined through the lens of Zabar’s. The upper arrives in a mix of white mesh and leather, mirroring the aprons worn by the deli’s staff. It’s a subtle but clever detail that grounds the sneaker in authenticity.
Bright orange accents run across the design, instantly recalling Zabar’s bold signage and packaging, details that anyone familiar with Broadway and 80th Street will recognise immediately.
West NYC is located just blocks away from Zabar’s, making the partnership feel more like a community handshake than a corporate collaboration. For the campaign, Zabar’s employees laced up pairs themselves, turning the Rod Laver into something resembling a local uniform.
It’s a touch that makes the project resonate beyond sneaker culture, this is a release rooted in New York identity and local pride. The “Zabar’s” Rod Laver sits at the intersection of adidas heritage, neighbourhood storytelling and cultural tribute.
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