Dusseldorf based Afew has created a playful edition of the Hummel Marathona. Dubbed “Stay Foolish”, Afew seeks to create a design that “looks like it was made by children”…
“The floor is lava” is one of the most famous examples for the imagination of a child. A game that everyone can imagine, and a game as silly as it sounds. But if you are able to “see” the lava as an adult, you never lost sight of your inner child. The goal of the “Stay Foolish” project is to thematize exactly this topic. Stay foolish and remind yourself to stay foolish.
Therefore, we teamed up with Hummel and created the AFEW X Hummel Marathona “Stay Foolish”. We made the design looks like it was made by children. To have the right visual effect, we redesigned our and Hummel’s logo completely against our corporate identity. The result is two childlike handwritten logos. Additionally, there are more elements on the sneaker which points out the “Stay Foolish” project.
In action, the design is fitted with a colorful mix in purple tones and red with grey and tan panels. Afew mentions that the leather and mesh used on the design are premium. The shop then features its branding on the tongue and heel.
Adding a custom element to the design, toy block lace locks can spell out Afew or be personalized.
The kicks are housed in a custom thematic box and bucket list notepad.
The sneaker will launch on the 23rd of February at Afew in Dusseldorf. If any pairs remain after the in-shop release, they will be available online through a raffle process.