Chiara Ferragni’s MIV™ during Milan Fashion Week
A report from Stylight and Launchmetrics
For all those lovers of ’80s nostalgia, the good times are upon us. A dose of retro fashion is making its way to department stores and Instagram influencers near you in the form of adidas’ “new” Continental 80 sneakers.
adidas Originals released the low-top sneakers as part of its “YUNG” series. Known for bringing back heritage styles, the brand originally released the shoe in the 1980s, hence its name.
Loyal adidas fans have flocked to the newly revived style, resulting in a +500% increase in “adidas Continental 80“ searches on Stylight since the beginning of February. What’s more, the number of clicks on the sneaker style have grown 40x over the past five weeks.
Following the success of other adidas comeback styles, Stan Smith’s of the ’70s or the chunky Falcon’s of the 1990s, for instance, the adidas Continental 80’s were relaunched in a relatively low-key way last year.
Their big marketing push came at the beginning of February 2019 and since then, interest in the relaunched model is three times higher today than at the start of the month, according to Google Trends.
The shoe pushes a vintage aesthetic in a contemporary style. In a soft perforated leather on the toe and side, the Continental 80 has a wider sole than that of the past, but still retains the classic two-tone side stripe and Originals logo on the heel.
The German brand has released several different colour options, ranging from opaque pastels to neutral black and white. According to Stylight data and Google Trends, the all-white style remains the most sought-after.
The international sneaker market has grown by more than 40 percent since 2004 to more than $44 billion. Millennials, Stylight’s main users, are among the strongest drivers of this boom.
Since their release, the adidas Continental 80’s have been a favourite of supermodel Hailey Baldwin and former The OC star Rachel Bilson. The sneakers, which retail for $80, are a far cry from the exaggerated dad and embellished styles that defined the height of last year’s sneaker trends. In comparison to the affordably priced adidas models, Balenciaga’s Triple S Trainers carry a price tag of more than $900, and Off-White’s Off-Court sneakers sit around the $400 mark.
The company released a limited-edition design inspired by London’s tube system titled “Originals x TFL Continental 80.” Six special edition sneakers were designed in collaboration with Transport for London and pay tribute to the city’s 12 underground lines.
Not only is the TBT style a nostalgic blast to the past, but they’re easily styled no matter the look you’re going for. Effortless with jeans or a maxi dress, the adidas Continental 80’s are the hottest (and most affordable) trend of the season.