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contemporary sportswear blurring the lines between high fashion and the high street, the market for ‘sports luxe’ has never been so in demand. With hero brands like T by Alexander Wang, and mega collaborations such as Riccardo Tisci x Nike selling out almost instantly, it was only a matter of time before these sporting giants took things to the next level.

Launching in August, Adidas has created a new app to customise your kicks..with your Instagram pics. Poetic, we know!

Adidas gave fans a taste of things to come by posting a short release on their own Instagram account: “ARE YOU READY? Take the #zxflux to the next level with the ultra innovative photo print app from #miadidas. Print your favourite photos straight on to one of 2014’s hottest silhouettes and make a statement on your sneakers like never before. Rolling out on iPhone and Android from August 2014. The possibilities are limitless.”

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We know that customisation is no big thing, it’s been around for at least a decade. But this is some serious game changing from Adidas, reigniting the brands rivalry with Nike and their iD customisation platform.

This new feature will give the current MiAdidas customisation feature a new lease of life, and a world first. In a few simple taps, you can transform your ZX Flux training shoes into the ultimate selfie. But we wouldn’t stop there…why not strut around in a pair of your favourite mushroom risottos? The culture of ‘Look what I’m eating’ is here to stay! And it’s starting feet first.

www.adidas.com

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