'Avocado toast sneakers' capture American millennials' hearts

"Shadow 6000 avocado toast" sneakers are gaining much attention as the millennial generations in the U.S. are fanatic about it. The concept of the sneakers is a toast with avocados on top, by aiming the fact that the youths are very much interested in healthy food.

The top of the sneaker is colored with light green like an avocado and the bottom part is brown like a toast. Many red dots, which projects red peppers frequently sprinkled on top of avocado toasts, are also seen, while "saucamole" is written on the back of the sneaker. There is even a commercial that says “let’s go and have a healthy brunch wearing ‘avocado toast’ sneakers.”

Sneaker manufacturer Saucony made limited production of 1,200 pairs of this product. People can purchase these shoes at around 130 dollars only at the company website. This limited edition of the sneakers coupled with a refreshing design is so popular that there it is running out of stock.

Matt Powell, a senior industry advisor of sports research company NPD Group, analyzed that the success of the sneakers was due to an original idea in the already saturated sports sneakers market and that the company mixed "healthy" and "fun," which the youth these days are crazy about.


Mi-Kyung Jung mickey@donga.com