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Original Story (03/19/26): Eric “Shake” James, philanthropist and founder of the CLICKS and SNEEX boutiques in Milwaukee, Wisconsin, has unveiled his latest adidas sneaker collaboration, releasing in celebration of 414 Day.
During a panel discussion at SXSW in Austin, Texas, Shake shared a first look at the adidas Samba “Viewfinder,” a design inspired by aerial views of Milwaukee’s north and south sides. The sneaker features a city map-wrapped upper with labeled neighborhoods, while the tongue transforms into a functional viewfinder with its clear window detail. The Three Stripes, tongue, laces, and heel tab are dressed in deep blue, while the upper carries a cream tone in reference to Milwaukee’s “Cream City” nickname. Beaded moccasin detailing on the heel tab nods to the Indigenous communities that are part of the city’s cultural fabric.
414 Day (or Milwaukee Day) is celebrated every April 14th as a nod to the city’s 414 area code, highlighting local culture, neighborhoods, and businesses. This marks the third consecutive year that Shake and adidas have linked up for the occasion, following a cream Rivalry Low in 2024 and a two-pack of Forum Lows in 2025.
The Shake x adidas Samba “Viewfinder” is limited to 2,000 pairs and will be available on April 11th at 11am CST via SNEEX in-store (1320 E Brady Street) and online. Grab a first look below.
Update (04/09/26): Shake and adidas officially announce the release of the “Viewfinder” Samba. The shoe was developed in partnership with Visit Milwaukee, the official non-profit tourism marketing organization for the Greater Milwaukee area, and Summerfest, the world’s largest music festival held every summer in Downtown Milwaukee.
Visit Milwaukee and Summerfest branding is featured throughout the design, including on the compass printed on the viewfinder tongue, where the cardinal directions “W, N, V, M” stand for “Why Not Visit Milwaukee.”
Each purchase of the shoe includes a pair of complimentary tickets to Summerfest 2026 and an NFC chip keychain that will unlock experiences in Milwaukee throughout the year.
Shake and his non-profit JAY Academy have also teamed up with adidas Cornerstone Community to bring the launch to life through a series of community activations across the city, including a youth sneaker customization workshop and an in-store launch experience.
“I’ve always believed a sneaker should stand for something, and this one is about pride in where you come from and making sure the next generation sees that their story matters too,” says Eric “Shake” James.
Check out the detailed photos below.
Shake x adidas Samba “Viewfinder”
Color: Cream White/Core Navy/Red
Style Code: KH8066
Release Date: April 11, 2026
Price: $140 USD
Resell: StockX
Photos shot by Oscar Castillo:
SXSW first look photos:
