The D.O.N. Issue #4 is one of the lightest and most advanced adidas Basketball shoes to date. Source: D.O.N. Issue #4: the lightest signature silhouette from Donovan Mitchell
Donovan Mitchell’s signature sneakers have been underwhelming, but this is not because of the player. As one of the most talented shooting guards in the league, Spida plays with the ball on a string and can get buckets with the best players in the NBA. His game is similar to D-Wade and what is also similar is the fact that both Wade and Mitchell are all-stars, but neither sells a lot of sneakers in the U.S… A truth highlighted by Wade’s shift from Converse to Jordan and finally landing with Li-Ning, with Li-Ning as Wade’s most popular brand alliance from his years in the NBA. There is a reason for the success of Wade and Li-Ning, although he has since retired. The NBA in China is on par with the NBA in the 90s. The sport is in a growth area in Asia and internationally, which is a good thing.
Designed as a blueprint for the future while mirroring Mitchell’s out of this world skills, the D.O.N. Issue #4 receives a new LIGHTLOCK upper with Rubber Outsole allowing for the most efficient energy transition in the game. To maintain a lightweight frame for a quick first step, the sneaker leverages the new adidas Lightstrike Strobel midsole for super-light cushioning, while encased in a next-gen propulsion frame enabling explosive speed for full-court domination.
In the U.S. Mitchell’s sneakers have become closeout and clearance store models. The designs have been almost team adidas level, which isn’t a bad thing, but it doesn’t inspire that potential to move from on-court to off-court. The Issue #4 does have at its disposal a competitive price. That’s where the brand could land in a sweet spot as basketball performance sales have risen for Nike amongst its collection of signature sneakers. At 110 bucks The Issue #4 comes at a time when Mitchell is on a team on the rise in Cleveland. LeBron’s legacy looms over the franchise and iconic moments for the Cavaliers are linked directly to amazing marketing campaigns by Nike during LeBron’s time.
The PG 6, which has become the shining star for Nike in their lineup, comes in at 110 and in a similar color to the above “Dream It” version, is easily the best-selling Nike Basketball sneaker right now. The comparison ends there. The PG 6 is readily available in a variety of locations and although there is similar color blocking with the Fluoro version of that sneaker, Nike, in repairing their basketball sneakers by modeling many of their releases on the Kobe inspired G.T. Cut 1, fixed a primary issue for hoops sneakers being more ‘wearable’. They made the models more distinct by placing panels throughout the upper. adidas has heritage models it could call on, but nothing as sleek as the Kobe line in their archives and that could hurt the brand. The Issue #4 retains a bulky midsole and simple design aesthetic, pricing won’t be able to overcome design.
Unless adidas understands Nike’s strategy in Cleveland and they expand on it. Pouring money into marketing around the city could deliver more eyes and interest in both Spida and the Issue #4. The brand should also cut production quickly and craft a secondary release for Mitchell based on Y-3 Qasa High design styling. Deliver a limited run around All-Star weekend to create energy behind a guy who could become the face of the franchise after 20 years of LeBron’s long shadow. The above colors and styles will do nothing to make Cleveland forget their champion, but adidas has to work to make the city love Spida… cause these kicks are too safe and safe doesn’t win.