adidas AE 3 'Cold Blooded' Arrives With Edwards Trash Talk Campaign
adidas has enlisted Anthony Edwards to host a late-night-style spot for the upcoming AE 3 'Cold Blooded,' featuring the Minnesota Timberwolves star taking pointed jabs at LeBron James, Jaylen Brown, Jalen Brunson, and Rick Brunson. The irreverent commercial, departing from traditional sneaker advertising, arrives ahead of the September 18, 2026 release date.
By Ava Rodriguez
The Campaign
Adidas has positioned Anthony Edwards as both star and satirist in a new commercial for the AE 3 'Cold Blooded'—a departure from the polished product-showcase formula that typically defines athlete endorsements. The spot functions less as a sneaker ad and more as a comedy sketch, with Edwards assuming the role of late-night host while collaborator Nick Maddox anchors the musical component. The approach prioritizes Edwards' natural charisma and reputation for candid banter over shoe-focused storytelling.
Edwards wastes no time establishing his comedic thesis. He opens with a jab at LeBron James, quipping that the Lakers forward was prepared to join him in Minnesota until climate concerns intervened. "He was gonna join me in Minnesota, but I think his knees wouldn't handle the cold there," Edwards delivers, setting the tonal direction immediately. The monologue pivots to Philadelphia culture and Jaylen Brown before reaching Jalen Brunson and his father Rick Brunson, currently an assistant coach with the New York Knicks. Edwards' closing barb—"Anybody could get it. Even your daddy. I don't care if he your assistant coach"—underscores his willingness to extend trash talk across professional hierarchies.
Brand Strategy & Edwards' Role
Trash talk has become the cornerstone of how adidas markets Edwards and his signature line. Previous campaigns have granted him substantial creative latitude, allowing his on-court confidence to translate into off-court content. That approach has resonated, distinguishing the AE line from competitor signature shoes that rely on technical specs or heritage narratives. By leaning into Edwards' personality rather than suppressing it, adidas has created a recognizable brand voice within the crowded basketball sneaker space.
The 'Cold Blooded' colorway itself—applied to both the AE 3 and an accompanying adidas Superstar—suggests a thematic coherence between the campaign's irreverent tone and the product's aesthetic. The dual release approach broadens accessibility; the Superstar offers an entry point for consumers seeking the colorway's aesthetic without committing to the signature model.
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Release Info
The adidas Anthony Edwards 3 'Cold Blooded' and corresponding adidas Superstar 'Cold Blooded' are scheduled to release on September 18, 2026. Specific retail pricing and a comprehensive retailer list have not yet been confirmed. Further details regarding colorway specifications and material composition remain pending official adidas announcements.
FAQs
When does the adidas AE 3 'Cold Blooded' release?
The adidas Anthony Edwards 3 'Cold Blooded' releases on September 18, 2026, alongside a matching adidas Superstar in the same colorway.
Where can I buy the adidas AE 3 'Cold Blooded'?
Retailer information and specific purchase channels have not been officially confirmed. Check adidas.com and major sneaker retailers closer to the September 2026 release date.
What is the retail price of the AE 3 'Cold Blooded'?
Retail pricing has not yet been announced by adidas. Official pricing details are expected in the coming months leading up to the September release.
Release Info
Product: adidas Anthony Edwards 3 'Cold Blooded' + adidas Superstar 'Cold Blooded'
Release Date: September 18, 2026
Retail Price: TBA
Retailers: TBA
Status: Forthcoming
