Get Hooked on the Afew x Diadora V7000 ‘Highly Addictive’ Collab

Desires are met with the upcoming AFEW x DIADORA V7000 HIGHLY ADDICTIVE collaboration, as the prescription drug inspired images and a campaign video are teased online. Following on from HANON’s Midnight Express edition of the V7000, the ‘90s runner is given a drug-addled spin by legendary German footwear retailer, Afew.

It’s the first time Diadora and Afew have bumped heads, so there’s no half stepping here. Keeping things strictly medicinal, the retailer wheel out Head Scientist of the Sneaker Research Institute in Düsseldorf, Dr. Wefa, in a bid to banish that cold turkey footwear feeling by offering up a shoe that delivers a daily dose of “sneaker high”.

Afew are keeping us in the dark when it comes to a full view of the collab, but so far have teased images of peach and burgundy prescription-inspired packaging, complete with sensible advice to wear once per week and keep them clean. There’s also a sneak view of the shoe’s colour coordinated pigskin suede uppers and pure white mesh.

For a little more insight, check Dr. Wefa in the lab, explaining the project further in the video above and get poised for release in late April.

The AFEW x DIADORA V7000 HIGHLY ADDICTIVE collaboration will be available in store at AFEW on the morning of SATURDAY 22 APRIL, followed by an online raffle in the afternoon. For now, you can click the banner below to check the current Diadora collection at AFEW ahead of the drop.