Pusha T On Why His New Adidas Sneaker Is the Best One Yet

We spoke to King Pusha about his new Adidas EQT sneakers.

Any hip-hop fan knows Pusha T is the reigning king of what is sometimes referred to as "coke rap." Pusha T has never been shy about the cocaine business, which is seen not only in his lyrics (though his memorable and quick-witted references to the drug are aplenty), but also in his ongoing collaboration with Adidas. His first sneaker, a take on the EQT Running Guidance 93, was released in 2014 and done up in an off-white colorway with fishscale-patterned leather. (Get it 😉?) Last year, an all black version of the style—dubbed the "Black Market"—was released, again featuring the fishscale leather in addition to a black, garbage bag-like dust bag. But now King Push has adopted all of the technology Adidas has to offer, namely a Primeknit upper and Boost sole for his latest EQT sneaker. As the G.O.O.D. Music President says both on "Kinda Like a Big Deal" and in our conversation, "Third time's a charm." Now that Pusha T's collaborative effort with Adidas has branched out to include the latest and greatest Adidas technology, we tend to agree.

What excites you about this third Adidas collaboration?

Well, they say the third time's a charm. This is my third release with Adidas. This one is a first time hybrid. The first two were just spins on the initial EQT silhouette. This one has the Boost technology, the Primeknit, as well as the nuances that I brought to the previous EQT styles.

Was including the Boost technology your idea or Adidas's?

Basically I've been a fan of Boost. I've seen that people have really gravitated towards it. I asked them if it could come into play. Initially I wanted to do a play on the whole Boost technology. at Art Basel. I wanted to do something that looked like an exaggerated bounce house, just to have a little bit of fun with it. But we didn't get to do it [laughs]. Probably a little risky insurance wise. But it was definitely about incorporating the Boost technology people know and love today.

How much would you attribute Adidas's success this year to Boost technology?

I believe the greatness of Adidas is broken up into quite a few different avenues. First of all, you have Adidas's home base as just the culture. They've been known to be first in regards to what's going on as far as music, fashion, and personalities. They've always had the reach and the know-how to reach certain artists to help getting their message out. They're also open to newness. It's not always about which artist has a hit single or the biggest album. They're into cool, and recognize cool on all levels.

I also think the functionality of Adidas is one of the biggest attributes and it's far beyond any other brand. People feel the functionality. Growing up I never cared about the functionality. I just cared about "Oh, this shoe looks hot!" But then you put 'em on and they bite. You may look cool, but you find out they hurt or aren't constructed.

Are you saying the famous "Gucci Chuck Taylors" [which were referenced on the song "Grindin"] aren't comfortable?

Hey man, the Gucci Chuck Taylors are biting [laughs]. They definitely were biting. Looked awesome. But I feel like now, Adidas has definitely shown the consumer that you can be fresh and be comfortable. Another thing is the way in which the top level of creatives, in-house at Adidas as well as the collaborative partners they've chosen to align with, from myself to a Pharrell Williams, to a Kanye West. None of these shoes look alike. Whatever the case may be, all of it is very true to the brand of the person.

What makes your sneakers Pusha T?

What I've done with the EQT just in terms of incorporating the street backstory, people will look and have seen the shoes twice before so when they see the fishscale nuances, will know it's Pusha T. This is synonymous with his brand and in his life.

The first thing you said was "The third time's a charm." In 2009 on "Kinda Like a Big Deal" you rapped, "Third times a charm baby /Two classics another stripe upon my arm baby." So, you know, three stripes. Did you know back then you wanted to work with Adidas?

I didn't and to be totally honest, I wasn't necessarily too open about doing a sneaker. I really wasn't. I was hesitant, and I'm very particular about sneakers. It's sort of weird, when you don't think about sneakers, to come into a heritage brand and them tell you "let's make a sneaker." They told me I could do whatever I want, and I still was, like, "No, I'm really not going to." They told me "There are no limitations." So they basically railroaded me at NBA All-Star Weekend in New Orleans. After talking, I was like "Woah, are you serious?" So that turned into the first EQT.

Leading up to the election, you were very outspoken about things like prison reform. How do those things play a role in your sneakers, if at all?

I wouldn't dare categorize sneaker culture next to any of the issues going on. I would more look at the sneaker culture as a light-hearted form of therapy for all that's going on. The world is so heavy right now. I've been on the phone talking about criminal justice reform, Hillary losing, Trump winning, so everything is just so fucking heavy. So it's actually a relief to be talking to you in regards to something creative and that I'm passionate about.

But some of my causes are also about education and getting more funding for the arts. So I want these conversations to get out to the public in regards to everything. We're still moving forward, and trying to give creatives and outlet. And I'm trying to lead by example.

Given everything you just said, I have to ask...Do you have any thoughts about what [fellow Adidas collaborator and G.O.O.D. Music founder] Kanye West said in regards to supporting Donald Trump?

No, I don't. But wouldn't be the first time Kanye and I disagreed on something.

Well, in the interest of keeping it light, just tell me: What's the perfect outfit to wear with this new Pusha T Ultra Boost EQT "Grayscale?"

Being selfish, I'd say wear something monochromatic and total opposite of gray so the shoes get all the shine. And shout out to Ari Marcopoulus, he's a G.O.A.T.-level photographer.

The 'King Push' Adidas EQT Grayscale will be available December 3 at Adidas.com

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