Ever since the signing of Kanye West, the Adidas family has grown to include musicians like Beyoncé and pro-athletes like James Harden. They’ve recently expanded into the cinematic scope by teaming up with HBO Asia to release Game of Thrones edition sneakers. 

Adidas and HBO put a twist to the Continental 80s, Adidas Falcons, Adidas Stan Smith and Adidas Micro R1. Each sneaker embodies an individual identity but, they’re all linked to the Game of Thrones theme. Colors, patterns and materials like chains and beads are different to represent each house from the show. 

This isn’t the first time a brand has collaborated with the arts. Nike famously released a Jordan 11 Retro Space Jam edition in 2016 to celebrate the 20th anniversary of the movie Space Jam.

This style of cross promotion is a strategic marketing move to build hype. Adidas helped build hype for the upcoming final season of Game of Thrones which is set to air on April 14th. 

Stay tuned to @bunkakw for all your hype news.