Breaking down the AE-1

becoming a cultural moment

Let’s break down why it’s a big deal that adidas Basketball won the Complex Sneaker of the Year. This is the first modern performance basketball shoe to win that title in over a decade. Everybody who’s seen a highlight reel, his cheeky smile, or just Ant being Ant knows he’s a transcendent star. But I don’t know who could’ve predicted his impact from the hardwood into the sneaker culture.

The AE-1 is, first and foremost, a good-looking shoe. Since I stopped playing basketball seriously, the shape of on-court shoes has evolved (not that there’s any correlation). Blame the Kobe 4’s for that. Since then, every brand has been figuring out how to adapt. Often leaning into chunky low cuts that resemble Air Force 1s more than current basketball silhouettes. But the AE-1 flips the script. The silhouette is sharp, the detailing is just right, and the bold colourways have something for everyone. Its design strikes a perfect balance: it’s a shoe that works as well on the streets as it does on the hardwood.

Now for some context: in the last 10 years, only four non-Jordan retros have cracked the top 10 in the Complex sneaker rankings. Including the AE-1, it’s now five out of the last 100. There’s clearly been a disconnect somewhere—why haven’t modern basketball sneakers resonated the way Jordans consistently do? Is it nostalgia? Maybe, but I don’t think that tells the whole story.

Enter Anthony Edwards, his infectious charm, adidas’s bold basketball team, and a very talented creative agency, Johannes Leonardo.

This is where the magic happened: they took a risk. A big one. I’ve touched on this before—if you need a refresher, check out this article I wrote. By calling out the competition, they managed to shake up the sneaker game. Most importantly, they made a massive cultural splash.

The AE-1 is a great shoe, no doubt about it. But without the campaign, I doubt it would have even cracked the top 10— certainly not taking home the crown. This isn’t a knock on the product. The issue is that on-court basketball sneakers have struggled to connect culturally, which often means they’re overlooked when it comes to sneaker rankings like this. That’s why Adidas deserves all the credit here. They didn’t just make a shoe; they built a moment. From a marketing perspective this is the goal. Don’t sell a product. Sell a story that becomes a lifestyle.

The AE-1 wasn’t just a win for adidas. It was a blueprint for how basketball sneakers can be relevant again, not just on the court.

As always, thanks for your time.