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Pharrell Williams Reinvents the Adidas Superstar 92 with Pusha T

Pharrell Williams and the new adidas Superstar 92

Pharrell Williams has once again pushed the boundaries of sneaker culture with his latest Adidas Superstar 92—a bold, oversized reimagining of one of the most iconic sneakers of all time. Teaming up with Pusha T and Clipse, Pharrell has fused 90s nostalgia, hip-hop heritage, and modern streetwear aesthetics to create a shoe that feels both fresh and deeply rooted in history. Pharrell Williams Reinvents the Adidas Superstar in a way that merges the past and the future seamlessly.

Set to release on March 1, 2025, the Superstar 92 brings a chunky silhouette inspired by snowboard boots and skate shoes, making it one of the most distinctive Adidas collaborations in recent years. But this isn’t just about footwear—it’s a tribute to Pharrell’s hometown of Virginia Beach, a place that has shaped his artistry and continues to influence his creative vision. When Pharrell Williams Reinvents the Adidas Superstar, we want to know more.

Pharrell Williams always seems to be ahead of the curve
Pharrell Williams always seems to be ahead of the curve


A Tribute to Virginia Beach: The Campaign Story

For Pharrell, the Superstar 92 is more than a sneaker—it’s a love letter to his roots. The campaign, shot entirely in Virginia Beach, captures the energy, culture, and musical legacy of the city that shaped his career. Featuring Pusha T and No Malice of Clipse, the visuals feel authentic and cinematic, transporting viewers back to the golden era of hip-hop when oversized sweats, Kangol hats, and chunky sneakers ruled the streets. Pharrell Williams Reinvents the Adidas Superstar to pay homage to this vibrant culture.

Through a series of compositions, the campaign imagery unfolds like a music video, blending intimate moments with bold artistic expressions. It’s a nod to 90s hip-hop aesthetics, a time when sneaker culture was deeply intertwined with music, fashion, and self-expression.

With the word “Virginia” emblazoned on the tongue of the Superstar 92, Pharrell ensures that the sneaker carries the spirit of where it all began for him.

Pharrell Williams adidas superstar Virginia
Pharrell Williams adidas superstar Virginia


The Design: A 90s Revival with Modern Performance

Dubbed the “Double Wide”, the Superstar 92 takes inspiration from 90s skate culture, snowboard boots, and hip-hop fashion, resulting in a sneaker that stands out with its exaggerated proportions. Pharrell Williams Reinvents the Adidas Superstar by integrating both nostalgic and contemporary elements.

👟 Key Features:

  • Chunky, Oversized Silhouette – A bold departure from the traditional Superstar, this version embraces the baggy sneaker trend of the 90s.
  • Thick Ankle Padding – Taking cues from snowboard boots, the extra cushioning provides supreme comfort and support.
  • Chunky Sole – A thicker, more pronounced rubber outsole gives the shoe a commanding presence.
  • Premium Materials – Crafted with high-quality leather and textured detailing, maintaining a luxury streetwear feel.
  • “Virginia” Branding – The shoe proudly displays Pharrell’s hometown on the tongue, making it more than just footwear—it’s a statement piece.

Blending titanic proportions with streetwear elegance, the Superstar 92 is both a throwback and an evolution, staying true to its Superstar DNA while pushing sneaker culture forward. It’s another way Pharrell Williams Reinvents the Adidas Superstar.

With some minor tweaks, Pharrell has given a new lease of life to the legendary sneaker
With some minor tweaks, Pharrell has given a new lease of life to the legendary sneaker


Release Information: Where to Buy

📅 Release Date: March 1, 2025
💰 Retail Price: $200 (Approx. AED 735)
🎨 Colorways: Black & White
🏬 Where to Buy: Available at select Adidas retailers and online at Adidas.com.

For sneakerheads looking to secure a pair, signups are open via the Adidas Confirmed App, ensuring fans get early access before they sell out. As Pharrell Williams Reinvents the Adidas Superstar, this release is expected to be highly popular.

Aww..
Aww..


Pharrell’s Legacy with Adidas

This latest collaboration adds to Pharrell’s long-standing relationship with Adidas, where he has continuously reinvented classic designs. From the Adidas NMD Human Race to Supercolor Superstars, his work consistently merges music, fashion, and culture, making every release a statement piece rather than just another sneaker drop. Pharrell Williams Reinvents the Adidas Superstar and adds a new chapter to this legacy.

With the Superstar 92, Pharrell once again proves that sneaker culture is about more than just shoes—it’s about history, storytelling, and authenticity. Whether you’re a fan of Adidas, a hip-hop enthusiast, or a sneaker collector, this release is a must-have for anyone who appreciates the intersection of fashion and music.

The Pharrell Williams Superstars slightly tweak the original designs
The Pharrell Williams Superstars slightly tweak the original designs


Lifestyle

Why Does Time in Dubai Feel Like It Goes So Fast?

Your Time in Dubai Will Move Quick

Ask anyone who’s lived in or visited Dubai for a while, and you’ll hear a familiar line: “Time just flies here.” But why? Is there something in the sand-swept air, or is it more to do with our hyperactive schedules, mindsets, and environments? This isn’t just an abstract philosophical question—it’s rooted in neuroscience, psychology, lifestyle, and even culture. People often wonder why time in Dubai feels so fleeting. In this editorial deep dive, we explore why time seems to evaporate in Dubai faster than a bottle of water on Sheikh Zayed Road in July.


📍 The Dubai Effect: More Than Just a Feeling

Dubai is a city of motion. Towers rise overnight, events change weekly, restaurants flip menus monthly. In a place where innovation is a daily ritual and the skyline never sleeps, your environment is set to maximum stimulation. According to neuroscientist David Eagleman, our brain uses fewer memory markers when experiences are routine or over-familiar. In contrast, when the brain is bombarded with new, stimulating input, it processes time differently—especially in dynamic places like Dubai.

Translation? In the moment, Dubai can feel busy, chaotic, and hyper-present. But in hindsight, time seems to have vanished. Why? Because your brain didn’t save enough unique memory timestamps to stretch the experience.

Time in Dubai Seems to Move Faster Than Anywhere Else
Time in Dubai Seems to Move Faster Than Anywhere Else


🚀 Hyperstimulation & Urban Acceleration

Dubai is one of the most stimulating urban environments in the world. From sunrise yoga at Burj Park to business brunches at DIFC, then off to a networking mixer at The Arts Club—all in one day—it’s a non-stop sensory rollercoaster.

This level of activity has a psychological effect: the more your brain is engaged, the faster time appears to pass. Your cognitive bandwidth is spent absorbing, reacting, and adapting, leaving little room for stillness or reflection. The result? Time in Dubai feels condensed.

Luxury is everywhere in Dubai
Luxury is everywhere in Dubai


📱 Digital Overload in a Digitally Dominant City

Dubai is arguably one of the most digitally connected cities on earth. Smart city initiatives, cashless payments, AI-driven transport—everything moves fast, and so do we.

Notifications, deliveries, appointments, promotions—our attention is constantly pulled in multiple directions. Studies show that the more frequently we switch tasks or apps, the less we remember time passing. In short, in a city like Dubai, this digital overload makes time fly.

The more connected we are, the more disconnected we feel from time.


⏳ The Lifestyle Paradox: Maximum Experiences, Minimal Time

Dubai’s culture places high value on experiences: luxury, speed, status, and novelty. That means more socialising, more events, more “living life to the fullest”—and ironically, that’s what makes it all blur together.

Every brunch, gallery opening, car launch or VIP after-party contributes to a life of abundance, but abundance comes at a psychological cost: temporal compression. Indeed, the abundance of activities shortens perceived time in Dubai.

your time in Dubai depends on your income
Your time in Dubai depends on your income


🌍 Expat Turnover and the ‘Always-On’ Mentality

With 90% of Dubai’s population being expat-based, there’s an unspoken urgency in how people live. Contracts are short. Opportunities are fast. Relationships shift quickly. Everyone’s trying to make the most of their time here.

This creates an environment of short-term intensity—where we overbook, overachieve, and overextend. And while that fuels career and social growth, it also makes time feel like it’s on fast-forward, especially during your time in Dubai.


🎢 Routine vs Novelty: A Psychological Balancing Act

Paradoxically, time feels slower when you’re bored and faster when you’re stimulated. But in hindsight, it flips. According to psychology professor Claudia Hammond, when we’re in highly repetitive environments, we remember time dragging. But when our memories are rich and varied (like a day out in Old Dubai or an overnight desert safari), we look back and think, “Where did the day go?”

Dubai offers little downtime. Even a ‘quiet night in’ can become a story worth posting. That constant novelty keeps us moving, but it also means time slips by with less conscious awareness, especially while spending time in Dubai.

Dubai is a special place in time
Dubai is a special place in time


🧘 Mindfulness vs Motion: Can We Slow It Down?

While we can’t slow the clock, we can change our perception of time. Experts suggest practising mindfulness, digital detoxing, and even engaging in manual tasks like journaling or walking—activities that bring us back to the present.

In Dubai, this can look like:

These deliberate pauses help you store memories more deeply, making time feel fuller and more expansive during your Dubai experiences.

living the high life in Dubai
Living the high life in Dubai


📅 Final Thought: It’s Not Just You

Time in Dubai does feel like it moves faster, but it’s not because you’re imagining it. It’s the result of an ultra-modern city designed for movement, momentum, and memory-blurring stimulation.

Want to feel like you’ve got more time? Take a breath, unplug for an hour, and let the city slow down around you—even if just for a moment.

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Lifestyle

Rolex, Omega, Cartier, Breitling, and Other Luxury Watchmakers Respond to Tariffs with Price Increases

Luxury Watchmakers Respond to Tariffs with Price Increases

Luxury watch enthusiasts and collectors might soon find themselves digging deeper into their pockets as prominent brands such as Rolex, Omega, Cartier, and Breitling announce forthcoming price increases in response to recently imposed tariffs. With watchmakers responding to tariffs, the imposition of tariffs on Swiss imports into the United States has triggered a wave of adjustments within the luxury watch industry, affecting both pricing strategies and market dynamics significantly.

Ultimately, Buyers will be the ones hit as Watchmakers Respond to Tariffs
Ultimately, Buyers will be the ones hit by the tariffs as watchmakers respond to tariffs

Background of the Tariffs

The scenario began unfolding when former President Donald Trump initially announced severe tariffs of up to 31% on Swiss products. Switzerland, renowned globally as the epicentre of luxury watchmaking, quickly found itself in a state of alarm. Dealers and retailers reacted urgently; some vintage dealers swiftly arranged emergency shipments to preemptively stockpile inventory, anticipating the impact these tariffs would have on the market. The industry breathed a collective sigh of relief when the administration introduced a 90-day postponement of the most extreme tariffs, but the remaining 10% levy has continued to exert considerable pressure on watchmakers and dealers alike.

Breitling have also announced a new price structure is incoming
Breitling has also announced that a new price structure is incoming

Impact on Brands and Pricing

Rolex, arguably the most iconic name in luxury timepieces, was among the first to confirm price adjustments. Starting May 1, Rolex raised its prices by approximately 3%, a notable shift for collectors and prospective buyers alike. Following Rolex’s move, Omega soon disclosed plans to increase prices by an average of 5% across its collections. These adjustments set the stage for widespread market expectations of similar responses from other major watch manufacturers.

Sources within the industry strongly indicate that additional brands under Richemont and Swatch Group umbrellas, notably Cartier, are also preparing to adjust their retail prices. Breitling, an independent yet equally prestigious watchmaker, will also implement similar changes. Luxury conglomerate LVMH, home to esteemed brands like TAG Heuer and Bvlgari, is similarly expected to raise prices in line with industry trends, with projected increments ranging between 3% and 5%.

The tariffs have not only affected pricing but also narrowed the profit margins available to authorised dealers, who traditionally rely heavily on sales of these high-value items. Reduced margins might further disrupt the sales ecosystem, compelling dealers to rethink strategies for sustaining their businesses amidst increased operating costs.

Smaller Watch brands Have Already Started T Factor in Higher Prices as Watchmakers Respond to Tariffs
Smaller Watch brands Have Already Started T Factor in Higher Prices

Consumer Impact and Market Dynamics

While a 10% tariff increase might initially appear modest compared to the proposed 31%, the tangible impact on the luxury watch market remains significant. The price hikes brought about by the tariffs have already begun influencing consumer purchasing decisions, particularly among middle-tier collectors and buyers whose budgets are more sensitive to price fluctuations.

Joshua Ganjei, a notable figure at Boston’s European Watch Company, points out that these price hikes are reshaping how enthusiasts engage with the market. He highlights a growing shift toward the secondary market, where pre-owned luxury watches offer more appealing financial propositions compared to new retail purchases. As MSRP climbs, the allure of sourcing watches through alternative channels, such as pre-owned dealerships, intensifies.

Trump's Tariffs have effected numerous industries
Trump’s Tariffs have affected numerous industries

The Secondary Market’s Opportunity as Watchmakers Respond to Tariffs

As prices for new watches rise, the secondary market stands poised to benefit substantially. Collectors seeking to avoid paying increased retail prices are likely to redirect their attention toward pre-owned watches, enhancing the already booming secondary market. This trend presents considerable opportunities for resellers and pre-owned luxury watch specialists who could see a spike in demand and increased sales volume.

Ganjei suggests that tariffs represent not merely a temporary policy shift but rather a fundamental transformation in how American collectors access luxury watches. The secondary market, therefore, is positioned to gain considerable traction, offering more economically accessible alternatives to luxury watch enthusiasts.

The reselling market will also be effected
The reselling market will also be affected

Reactions Among High-End Independent Brands

Interestingly, not all segments of the luxury watch industry express immediate concern over the tariffs. Brands such as H. Moser & Cie, which cater predominantly to high-end collectors less influenced by market volatility, remain relatively unperturbed. Edouard Meylan, CEO of H. Moser & Cie, conveyed confidence despite the unexpected tariff announcements. Meylan emphasised the importance of maintaining strong, long-term relationships with retail partners, stating that most orders placed ahead of these tariffs remain secure.

H. Moser & Cie proactively responded to the initial tariff announcement by swiftly shipping products to US retailers before the potential increase could take effect, demonstrating strategic agility. Such proactive measures reflect how adaptable independent brands can be in navigating unpredictable regulatory landscapes, particularly when supported by loyal, affluent clientele whose buying patterns are resilient to short-term fluctuations.

Rolex Will Raise Prices In Response To Tariffs
Rolex Will Raise Prices In Response as watchmakers respond to tariffs

Broader Implications

The ripple effect of these tariffs reaches far beyond consumers’ wallets. The luxury watch industry, notably reliant on intricate global supply chains and sensitive to international policy shifts, faces potential challenges in maintaining steady operations and profitability. While major brands and high-end independents might weather the storm, smaller retailers and dealers may face disproportionate struggles due to shrinking margins and potentially declining sales.

Moreover, if the tariffs dampen overall demand, watch manufacturers could face slower inventory turnover and disrupted production schedules.

This scenario would not only impact manufacturers directly but also reverberate through the broader luxury goods market, affecting ancillary businesses and associated industries reliant on robust luxury goods sales.

Rolex will now be more expensive as Watchmakers Respond to Tariffs
Building collections will now be a lot more expensive

Consumer Strategies Moving Forward

For consumers determined to purchase specific luxury watches despite higher prices, timing and market awareness become critical. Understanding market dynamics, tracking price adjustments, and considering strategic buying windows could mitigate some impacts of these price increases. Additionally, buyers may increasingly leverage relationships with trusted secondary market dealers, ensuring they obtain desired models at comparatively favourable prices.

Bond will have to go on a couple more missions to afford his Seamaster
Bond will have to go on a couple more missions to afford his Seamaster

Conclusion

The introduction of tariffs has undeniably shaken the luxury watch market, prompting brands like Rolex, Omega, Cartier, Breitling, and others to revise their pricing strategies upward. While immediate consumer responses vary widely depending on economic factors and personal purchasing power, the long-term implications could reshape luxury watch buying patterns profoundly.

Whether these tariffs remain a short-lived challenge or evolve into a prolonged reality, their initial impact is unmistakably significant. Collectors and buyers must now navigate a market where increased prices are the new norm, prompting a reevaluation of buying strategies and market interactions. This shift may permanently alter the landscape of luxury watch collecting, highlighting adaptability as the defining trait for brands, retailers, and consumers alike in navigating an uncertain future.

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Lifestyle

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2”

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 1

In an era where sneaker collaborations often feel like carbon-copy marketing rollouts, the UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” breaks the mould — not just with bold design choices, but with a deeply personal narrative that resonates far beyond the sneaker community. Set to release on 10 May 2025, this limited-edition drop celebrates Mother’s Day with a tribute to love, legacy, and the power of remembrance.

Following the emotional success of the original “Grandma’s Couch” collection in 2023, UnheardOf founder Phil Lipschutz returns with a new green colourway of the Rivalry Lo, revealed via @sneakyleakpod, likely as a Friends & Family exclusive. But what truly sets this release apart is the poignant story that underpins it — a tribute to his late grandmother, Naomi Phillips, whose influence inspired a sneaker saga now in its second emotional chapter.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 2


👟 From Couch Cushions to Collectors’ Shelves: How It All Began

The story starts in 2023 with what, on the surface, looked like a quirky drop — a sneaker inspired by grandma’s floral furniture. But it was more than kitsch. It was a tribute to the nostalgic textures and colours of childhood visits, warm conversations, and the embroidered tapestry sofas that shaped the interiors of so many family homes.

The first UnheardOf x adidas Rivalry Lo “Grandma’s Couch” drew attention not just for its vivid design, but for how personal it felt. Wrapped in floral upholstery patterns, encased in a custom shoebox resembling a mid-century sofa, and decorated with handwritten letters and vintage tags — it was clear that this was a sneaker from the heart.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 3


💚 Enter 2025: The Green Colourway and the Emotional Sequel

Now, with Naomi Phillips having passed on, Lipschutz doubles down on personal storytelling. The 2025 edition, nicknamed “Grandma’s Couch 2”, unveils a new green-based colourway, adding a fresh visual identity to an already emotionally charged concept.

While the original used a pastel-heavy floral motif, this iteration leans into a subtle green palette accented with fuchsia pink and cream tones. The toe box and mid-foot panel are adorned with embroidered flowers, delicately woven beneath adidas’ iconic three stripes.

But it’s the details that make this sneaker more than merchandise:

  • Dear Naomi” is etched across the forefoot, immediately setting the tone.
  • Love Always and Forever” is embroidered on the heel tab, a touching signature to a legacy that lives on through laces and leather.
UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 4


🎁 Packaging as Personal Archive: A Shoebox Like No Other

In a sneaker market obsessed with resale value, few drops have given as much care to packaging design as UnheardOf.

This time around, the shoebox is styled to mimic beauty products gifted to Naomi by her grandson — a heartfelt homage to the private love shared between generations. The exterior, however, takes it a step further with a watercolour painting done by Naomi’s husband. The result is not just a container but a keepsake — a shoebox that belongs in both art galleries and memory boxes.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 5


🌸 The Narrative Design: How Storytelling Drives Hype Without Gimmicks

Phil Lipschutz understands the power of emotional storytelling in an age where authenticity is king. While other brands spend millions crafting viral campaigns, UnheardOf builds cult status by grounding its collaborations in real-life narratives.

This approach sets it apart:

  • No celebrity cosigns
  • No mass-market rollout
  • No inflated pricing strategies

Instead, what drives interest is emotional resonance — something that most brands struggle to engineer.


📍 Release Info: When and Where to Get the Pink Colourway

While the green variant remains a Friends & Family exclusive, the pink colourway will release to the public on 10 May 2025, timed to coincide with Mother’s Day. Here’s what to know:

FeatureDetails
ColourwaySoft pink and cream with floral detailing
Release Date10 May 2025
Price$185 USD
RetailerExclusively via UnheardOf (in-store & online)

Expect very limited quantities, and given the emotional backstory, demand is expected to outpace supply. If history is any indication, resale prices will skyrocket within days.


🧵 About UnheardOf: A Brand Rooted in Story and Community

For those unfamiliar, UnheardOf is not your average streetwear label. Based in Cincinnati, the brand has quietly built a reputation for community-first designs, blending humour, heritage and limited-edition style with remarkable clarity of vision.

Their previous adidas collaborations — including the aforementioned Grandma’s Couch — sold out instantly, not due to influencer hype but through word-of-mouth, loyalty, and emotional gravity.

Phil Lipschutz, the brand’s founder, has often stated that his goal is to create products that tell stories — stories that start on the feet but live on in hearts and memories.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 7


🎨 Behind the Design: Material Matters

The Rivalry Lo “Grandma’s Couch 2” is not just visually stunning — it’s built with care:

  • Textile overlays mimic upholstery fabric without compromising durability.
  • Fuchsia stitching contrasts beautifully against the pastel base, evoking springtime nostalgia.
  • A soft-touch insole features floral patterns and a printed note styled like a letter.

No material feels mass-produced; each texture and stitch speaks to intention, legacy, and emotion.


📈 Market Buzz: Early Hype, Sneaker Culture Reactions, and Collectibility

Initial leaks via @sneakyleakpod have already caused a stir across Reddit, Twitter, and sneaker forums. While the Friends & Family green edition won’t release publicly, its reveal has amplified anticipation for the general drop.

Some quotes from community members:

“This isn’t just a shoe — it’s therapy in a box.” – u/fadedsummer
“This is how you do a tribute right. Subtle, honest, beautiful.” – @crepecurator
“I’m crying. Grandma would’ve LOVED these.” – TikTok user @emmysoles

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 9


🔎 Sneaker Stats: What You Need to Know

MetricDetail
Modeladidas Rivalry Lo
Collaboration PartnerUnheardOf
InspirationNaomi Phillips (Phil’s grandmother)
Colours AvailableGreen (F&F), Pink (Public)
MaterialsFloral textiles, premium suede
Price$185
Release PlatformUnheardOf online & in-store
Box ArtworkWatercolour by Naomi’s husband

🧠 Why This Sneaker Matters in 2025

In a year already packed with collabs from giants like Travis Scott, Salehe Bembury, and Nike’s NFT experiments, this release proves that intimacy and story can outperform hype.

Where others are creating spectacle, UnheardOf is creating soulful connections — and in doing so, preserving memories in every stitch.

This is not just a Mother’s Day sneaker. It’s a multigenerational art project, one that uses footwear to tell a story of love, memory, and design.


🧵 Final Thoughts

The UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” isn’t chasing trends — it’s cementing itself as a cultural artefact. A love letter hidden in a shoebox. A tribute that will live on in the stories we tell, and the soles we wear.

For those lucky enough to cop a pair this May, know that you’re wearing more than a sneaker. You’re carrying legacy.

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