Is this Profi Lo’s release at the beginning of 2013 going to be that hidden gem? Although it has a very elegant physique with refreshing perforations on the toe box and a unique heel stabilizer, I don’t see it coming out with too big of a bang. It has a classic look that only appeals to the few who like the history-rich, old school basketball shoes. In an age when camo teddy bear shoes are being released by Jeremy Scott, it’s hard to start a storm with such a modest shoe such as this one. Somewhere along the line, the masterminds at adidas decided to cut the shoe down into the low version like they’ve done with every other model out there. Without slimming down classic shoes like this, we never would’ve gotten the Superstar out of the Pro Model, which was a game-changing move on the trefoil’s part. I think in doing so, they’re hoping to extend their market and to find another hidden gem (like the Supes) that may be hiding underneath all that ankle support. All of these have been the high top style of the Basket Profi model, so it’s no surprise that before completely exhausting those options adidas would make the move to drop the ankle collar and show off a lower version. Two actually, in case you missed the “vivid” red pair as well. And don’t believe for a second that it stops there, as from what we now we can expect to see more of the Basket Profi in 2013, so stay tuned. For this reason we see ‘hype’ as something that should cover more than just the most recent shoe releases or the most awaited collaborations between boutiques and brands. We think an album debut party or an avantgarde street performance could be ‘hype’. We think independent zine issues and self-built, DIY, underground gallery spaces are worthy of the title ‘hype’. How to contribute

Sometimes the big brands just don’t get it; their archives are veritable treasure troves in which the magic of yesteryear patiently waits to be revived. It would take any marketing or product manager all of five minutes to jump online, troll through some forums, and discover the ‘holy grail’ silhouettes that trainer addicts worldwide are praying for remakes of.