In the midst of Milan Fashion Week, Esselunga and Adidas launch a limited edition sneaker: a special version of the adidas Grand Court 3.0, available from Tuesday 22 September exclusively on esselunga.it, with free shipping throughout Italy.
The shoe, designed “for Esse Lovers and beyond” – we read in a note -, stands out for the Esselunga logo, a coordinated lace tag and, inside the package, laces and branded insole. Comfort is guaranteed by the Cloudfoam insole. Production is limited to 3 thousand pairs, on sale at 85 euros while stocks last, “in any case no later than September 2027”.
A solidarity cause
The initiative also has a charitable component. For each pair purchased, Esselunga will donate 20 euros to the Humanitas Foundation for research, in support of the Aya – Adolescents & Young Adults program of Humanitas, coordinated by Dr. Alexia Bertuzzi.
The program is one of the first created in Italy to respond to the clinical, psychological and social needs of young people between 16 and 39 years old who are facing an onco-haematological disease. In this age group, a cancer diagnosis interrupts the path of personal, scholastic, work and social growth. From a clinical point of view, oncological pathologies in this range have peculiar biological characteristics that make them rare tumors, regardless of the type, and difficult to diagnose, complicating the therapeutic path and prognosis.
The funds raised will finance “a multidisciplinary approach that integrates medical care, research and psychosocial support”, with the aim of improving the quality of life of young patients.
The precedent: Lidl sneakers
It is not the first time that an important player in the large-scale retail trade has signed streetwear. The case of the Lidl clothing line, six years ago, represents a perfect example of “hype marketing” and commercial pop art. The entire capsule collection – from the iconic blue, yellow and red sneakers to the terry socks with the clearly visible logo, up to the kitsch coordinated slippers, t-shirts and sweatshirts – was sold out in just a few hours in Italy and throughout Europe. Sold at negligible prices (between 3 and 13 euros), these items have turned into true cult objects, triggering the rush to purchase and fueling a thriving online reselling market with dizzying figures.