All Day I Dream About Sneakers was a project created for adidas Originals, inspired by the brand’s creeds of ‘Impossible Is Nothing’ and ‘Celebrate Originality’. The project showcased the story and kicks created by the world’s original sneaker freak, Herr Fritz Träumer - a mythical sneaker designer (conceived by myself and writer Chris Cork) who dedicated his lifetime to constructing the most original range of sneakers ever seen.
A true visionary, Herr Fritz Träumer saw vast potential in the sneaker well beyond their athletic function and humble appearance. Absorbed daily in a world of sneaker design, he dreamed beyond the realm of possibility and quietly penned in a series of notebooks and journals, visions of sneakers that were truly out of this world.
The project consisted of nine original shoe models, in-store posters, window displays and a limited edition book, exclusively available at sneaker retailers around Australia and New Zealand, featuring excerpts from Träumer's private journals and imagery of his unique sneaker creations.
Photography by Christopher Tovo.
For more about the book and a look at some of the spreads, click here. Download a PDF of the book here.
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