What’s old is new again for Adidas’ Samba sneakers. In the last few years, strategic partnerships with designers including Grace Wales Donner, appearances on celebrities’ feet and retro campaigns have led to a resurging interest in the shoe introduced in 1950 and first worn by a German soccer team as well as everyday customers. 

The Samba has been worn by celebs such as Olivia Rodrigo and recently partnered with brands including Sanrio’s Hello Kitty. Its clean, unassuming design has made it a staple of streetwear, celebrity “incognito fits” and even high fashion. 

In the last year, the Samba has gone viral on TikTok, causing demand to increase by 500%.

In April, Adidas reported that sales of the shoes have been “very strong and growing,” which helped the company post a first-quarter profit following losses caused by the end of the brand’s partnership with rapper Ye, CNN reported. 

Recent campaigns for Samba sneakers have pushed the retro and vintage style of the shoe, including a campaign centering around the cultural cache of Adidas’ three iconic stripes.

Each of these efforts has helped to boost popularity, effectively reintroducing the shoe to a new generation while celebrating it as a cultural icon.