- Anthony Edwards officially debuted the Adidas Believe That 1 during warm-ups for the Minnesota Timberwolves vs. Denver Nuggets playoff game, giving fans their first on-court look at the model.
- The Believe That 1 is a takedown model of Edwards' signature line, retailing at $100 for adults and $80 for children $30 and $20 cheaper than the AE 2, respectively.
- The launch ad features Atlanta-based DJ Swamp Izzo as narrator alongside adidas athletes Karim Lopez, VJ Edgecombe, Alijah Arenas, and WNBA star Kelsey Plum, whose surprise appearance has sparked speculation of a new adidas signing.
- The first "Footwear White" colorway of the Believe That 1 is officially set for a May 6th debut, with additional colorways to follow through Summer 2026.
Anthony Edwards and Adidas Basketball are making basketball sneakers more accessible. The Minnesota Timberwolves superstar has officially unveiled the “Believe That 1,” his first-ever budget takedown model, built for outdoor hoopers and younger fans who want to ball like Ant-Man without the premium price tag.
The Believe That 1 pulls design cues from the AE1, featuring a V-shaped upper construction that wraps the lacing system, while leaning slightly bulkier in overall shape. Dreamstrike cushioning handles impact underfoot, paired with a thick herringbone traction pattern.
The launch ad, styled as a high-octane nostalgic spot, is narrated by Atlanta-based DJ Swamp Izzo and features adidas athletes including Karim Lopez, VJ Edgecombe, Alijah Arenas, and a surprise appearance from WNBA star Kelsey Plum, a possible signal that Plum has officially joined the Three Stripes roster.
As explored in this recent feature on Jalen Williams and Kahleah Copper’s adidas Climacool campaign, adidas has been steadily building a cross-sport athlete roster to anchor its basketball marketing.
Edwards’ partnership with adidas dates back to 2020 and has since grown into one of the brand’s most commercially dominant lines. His Hellstar AE2 stole the show at All-Star Weekend, where Edwards himself won the All-Star Game MVP.
Beyond adidas, he has starred in a high-fashion campaign for Y-3 and partnered with Dick’s Sporting Goods for the “Every Season Starts Here” initiative, a campaign designed to inspire young athletes by shifting the spotlight from star power to self-belief.
Meanwhile, adidas continues to expand its basketball footprint. Much like James Harden’s recent Nipsey Hussle tribute sneaker release with adidas, the brand is committed to storytelling-first product launches.
Most recently, adidas debuted the Harden Vol. 9 with James Harden, launched a personalized apparel collection with Donovan Mitchell, and signed 2026 top prospect Alijah Arenas to a landmark NIL deal.
Their multi-athlete strategy, from Fernando Mendoza’s recent adidas campaign to global basketball signings, signals a brand on a serious offensive.
Takeaways
The Believe That 1 isn’t just a cheaper shoe, it’s a calculated market play. Adidas is using Edwards’ cultural gravity to capture a younger, price-sensitive consumer base that still wants to feel connected to one of the NBA’s most magnetic stars. The $100 price point is a gateway, not a compromise.
What’s equally compelling is the Kelsey Plum moment. Slipping a potential signing announcement into a product launch ad is exactly the kind of culturally aware storytelling that has made Edwards’ adidas campaigns appointment viewing.
Adidas isn’t just selling sneakers, it’s building an ecosystem of personality-driven athletes who sell the brand’s ethos as much as its product.
For Edwards personally, this launch cements his evolution from rookie signee to a multi-tier signature athlete, a status very few players ever achieve.
The fact that adidas is expanding his line downward in price while simultaneously placing him in high-fashion campaigns like Y-3 is a rare branding balancing act, and so far, it’s working.
Does a budget takedown model risk diluting the premium feel of Edwards’ signature line or does it smartly expand his brand? With the AE line consistently selling out, is Anthony Edwards quietly becoming the most valuable signature athlete in adidas history?
