Finish Line, Lil Yachty Team Up for New Adidas Tubular Shadow Release

by Malachi Weaver

Athletic retailer The Finish Line, Inc. has partnered with Lil Yachty, one of the most talked about artists right now and Grammy nominee, for an exclusive digital experience that celebrates the release of the Adidas Tubular Shadow, available online and in select stores nationwide.

“The Tubular Shadow has made big waves in the sneaker community, much like Lil Yachty continues to do in the hip hop community,” said Paul Diehl, senior director of content, social and consumer trends at Finish Line. “This partnership makes perfect sense for our target customer who values authentic style and trend-setting artists. We are excited to bring them this product and content across all our social platforms.”

This new version of the Adidas Tubular pushes the boundaries of style with a light and breathable fabric, rope laces and a low cut design. The simplicity of the shoe makes it more of an everyday staple, allowing incorporation into both fashion-forward and street culture styles.

“My life – and my style – revolve around music,” said Lil Yachty. “I express myself through my music, and it’s also important to express who I am with the clothes I wear, especially sneakers with comfort and colorways like the Tubular Shadow.”

As part of the behind the scenes partnership, Finish Line followed Lil Yachty around his home and in the studio, where he recorded his upcoming debut album. Lil Yachty, who sports the sneakers in the footage, will share the content alongside Finish Line on his social media channels.

“Finish Line is a quality partner and understands the hip hop industry and its audience,” said Coach K, Lil Yachty’s manager. “They have captured Lil Yachty’s essence including his unique style. They showcase why he is relevant to Finish Line customers through their digital brand storytelling.”

More information about the partnership can be found on the retailer’s YouTube channel and details about the Adidas Tubular Shadow can be found on the company’s blog and FinishLine.com.

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