adidas Anthony Edwards 3 Releases September 18
Anthony Edwards launches his third signature adidas shoe with a late-night comedy spot that doubles as brand theater. The adidas Anthony Edwards 3 'Cold Blooded' arrives September 18 alongside a matching Superstar, backed by Edwards' irreverent competitive energy turned marketing asset.
By Jordan Ellis
The Marketing Moment
As adidas prepares to roll out the Anthony Edwards 3, the brand has tapped Edwards' natural charisma and trash-talk instinct to fuel the release cycle. The campaign, styled as a faux late-night broadcast titled "Minnatlantasota" with DJ Nick Maddox providing the sonic backdrop, positions Edwards as both host and antagonist—a format that leans into his league-wide reputation for competitive barbs dressed in humor.
The messaging strategy mirrors adidas' broader signature-athlete playbook: establish authenticity through personality, then weaponize that personality in service of product awareness. Edwards opens by needling LeBron James over his Philadelphia pivot, before pivoting to Jaylen Brown's hairstyle choices during his Boston tenure. The Knicks absorb the heaviest comedic fire, with Edwards riffing on their recent championship while delivering what amounts to a veiled threat: "Anybody can get it. Even your daddy! I don't care if he's your assistant coach."
The closing gambit—a cryptic reference to an unnamed competitive nemesis—suggests Edwards' competitive scope extends beyond the Eastern Conference, potentially aimed at Shai Gilgeous-Alexander or Victor Wembanyama.
Evolution of the Signature Line
The Edwards signature series marks a notable inflection point for adidas in basketball footwear. His first two editions operated within a controlled visual environment—the peach-tinted room became signature visual language. By the third iteration, both Edwards and adidas have expanded the creative scope, moving the athlete into more elaborate, character-driven storytelling. This suggests confidence in the line's market positioning and Edwards' ability to anchor a broader brand narrative.
Design and Colorway
The Anthony Edwards 3 arrives in the "Cold Blooded" colorway (SKU: KH8537), with design specifics remaining undisclosed at press time. A companion adidas Superstar in matching "Cold Blooded" treatment (SKU: LA7828) rounds out the coordinated drop, a pairing that allows consumers to build out the aesthetic across the adidas basketball and lifestyle categories simultaneously.
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Release Info
Both the adidas Anthony Edwards 3 "Cold Blooded" and the coordinated Superstar will launch on September 18, 2026. The Anthony Edwards 3 carries a $130 retail price point, while the Superstar releases at $110. Early availability confirms both adidas US and Foot Locker as primary retail channels, with broader retailer availability expected to expand closer to launch.
FAQs
When does the adidas Anthony Edwards 3 'Cold Blooded' release?
The adidas Anthony Edwards 3 'Cold Blooded' releases on September 18, 2026, alongside a matching Superstar colorway.
How much does the adidas Anthony Edwards 3 cost?
The Anthony Edwards 3 retails at $130 USD, with the coordinating Superstar priced at $110.
Where can I buy the adidas Anthony Edwards 3 'Cold Blooded'?
The shoe will be available at adidas US and Foot Locker, with additional retailers expected to stock the release on September 18.
