New Milwaukee-Themed Adidas Collab Includes Free Summerfest Ticket

The limited-edition 'View Finder' shoe features a map of Milwaukee neighborhoods.

Apr. 9, 2026 at 9:52pm

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An abstract, minimalist illustration featuring bold, jagged shapes in navy, cream, and bright red, conceptually representing the Milwaukee neighborhood map and Summerfest festival energy.A limited-edition shoe collaboration celebrates Milwaukee's diverse neighborhoods and summer festival culture.Today in Milwaukee

Adidas has released a new Milwaukee-themed shoe collaboration called the 'View Finder' that was designed by local artist Eric 'Shake' James. The Adidas Samba features a map of Milwaukee neighborhoods and comes with a free ticket to the city's popular Summerfest music festival.

Why it matters

This collaboration highlights Milwaukee's vibrant local culture and creative community, providing an opportunity for the city to gain more national exposure. The inclusion of a free Summerfest ticket also promotes one of Milwaukee's signature annual events.

The details

The 'View Finder' shoe includes outlines of various Milwaukee neighborhoods like Harambee, Polonia, Third Ward, East Side, and Timmerman West. Designer Eric 'Shake' James wanted to ensure the shoe represented the city as a whole. This is the third time James has worked with Adidas on a Milwaukee-inspired shoe design. The limited-edition kicks will be available for $140 on April 11th from 11am to 4:14pm at a pop-up location on Brady Street.

  • The 'View Finder' shoes will be released on April 11, 2026.
  • The shoes will be available for purchase from 11am to 4:14pm on April 11th.

The players

Eric 'Shake' James

A Milwaukee-based artist who designed the 'View Finder' shoe collaboration with Adidas.

Adidas Cornerstone Community

The Adidas division that partnered with Eric 'Shake' James on the Milwaukee-themed shoe design.

Summerfest

Milwaukee's popular annual music festival, which is providing a free ticket with the purchase of the 'View Finder' shoes.

Visit Milwaukee

The city's tourism organization that collaborated on the 'View Finder' shoe release.

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What they’re saying

“Cause I wanted to make sure Milwaukee is represented as a whole, you know. So on one shoe we got the North and the West side, and on the other shoe we got the South and the East side.”

— Eric 'Shake' James, Designer

“I just feel like Milwaukee's dope. And I feel like we have great, you know, engineers, doctors, lawyers. We got all the stuff that the other city's got. We just don't have that national spotlight.”

— Eric 'Shake' James, Designer

What’s next

The limited-edition 'View Finder' shoes will be available for purchase on April 11th from 11am to 4:14pm at a pop-up location on Brady Street in Milwaukee.

The takeaway

This Adidas collaboration celebrates Milwaukee's diverse neighborhoods and creative community, providing an opportunity to showcase the city's vibrant culture on a national stage. The inclusion of a free Summerfest ticket also promotes one of the city's signature annual events, further strengthening Milwaukee's identity.