Stan Smith is one of the best-selling, and most iconic, adidas sneakers of all time. Every knows it, and loves it. Yet not everybody knows why. We think the secret is the man behind it. And while he’s said he has nothing to do with the shoe’s success, we think that he has everything to do with it. To introduce the Stan Smith to a new generation, we told the story that was never told: the story of Stan. To do so, we spoke to the most progressive generation in the most nostalgic medium: a printed book. Through 336 pages, it’s revealed how Stan embodies the very same characteristics people love about the shoe.
Just like Stan’s own memories, the book follows a non-linear path, turning the most rational tool — the alphabet —into a cultural encyclopedia as unpredictable as Stan’s journey. We worked with Stan to create irreverent headlines for each story, which are alphabetized and highlight different themes, without ever taking themselves too seriously.We also worked with legendary sports commentator Richard Evans to edit the stories book.