ADIDAS X CITY JEANS: “DIAMOND IN THE ROUGH”

adidas is honoring the backbone of sneaker culture through a collaboration with Bronx staple City Jeans. Introducing the Gazelle Indoor “Diamond in the Rough,” the shoe pays tribute to the vibrant energy and resilience of New York City.

The sneaker features a navy ripstop upper that can be torn away to reveal powder blue suede underneath. A “start here” heel tag and permanent pull tab accent the back, while the lenticular-printed tongue branding shimmers like diamonds. Limited to just 800 pairs, each shoe is individually stitched with a unique number inside the lining.

“City Jeans has always been about more than sneakers. We exist for our community and the people who inspire us every day,” said Ben Winrauke, COO of City Jeans. Eric Canals, Head Buyer of City Jeans, added: “Partnering with adidas on this release allows us to tell a story that reflects the Bronx itself: tough on the surface, yet filled with creativity, resilience, and diamonds that shine. I would know, I’ve lived here all my life.”

Founded in 1993 by Hai Winrauke, City Jeans is a family-owned retailer with eight stores in the Bronx and one in Queens. The brand is recognized for hiring locally, supporting school programs, and empowering its neighborhoods.