How Sneaker Room and adidas Turned a Sneaker Into a Celebration of Puerto Rican Culture
Story written by Marivette Navarrete
The Sneaker Room x adidas Adistar Control 5 “Puerto Rico” photographed with its interchangeable tongue patches inspired by Puerto Rican culture, including the Flor de Maga, coquí, and pava, symbols that celebrate the island’s heritage and identity./ Photo courtesy of adidas
"We didn’t want to make a sneaker that just used Puerto Rican colors and call it culture. We wanted every detail to come from real experiences, real relationships, and real moments we’ve had on the island."
When Sneaker Room and adidas first unveiled a custom Adistar Control 5 during last year's Puerto Rican Day Parade, the response was immediate.
Puerto Ricans saw symbols, colors, and references that reflected their culture in a way that felt genuine. What started as a custom design quickly resonated with the Puerto Rican community and showed how deeply people connected to seeing their culture represented through sneaker culture.
That response ultimately led to the Sneaker Room x adidas Adistar Control 5 “Puerto Rico”, a collaboration celebrating Puerto Rican history, pride, and tradition while investing directly in the island's future.
Available now, the sneaker features nine interchangeable tongue patches inspired by iconic Puerto Rican symbols, including the Flor de Maga, the coquí, and the pava. But according to Sneaker Room founder and CEO Suraj Kaufman, the project was never meant to stop at footwear.
"After the Puerto Rican Day Parade last year, the response to the custom pair showed us how deeply people connected to seeing their culture represented in a genuine way," Kaufman told The Mujerista.
"Then when we went back to Puerto Rico in September, adopted schools, spent time with the community, and built real relationships, the project found its true purpose. From that point on, this sneaker became bigger than footwear. It became about culture, pride, and giving back."
Creating Something That Felt Authentic
For Kaufman, authenticity was non-negotiable.
"'Honest' representation meant that this project could not feel forced or commercialized," he said. "We didn't want to make a sneaker that just used Puerto Rican colors and call it culture. We wanted every detail to come from real experiences, real relationships, and real moments we've had on the island.”
His connection to Puerto Rico predates the collaboration itself.
"Not only did we spend time there working on community initiatives, but I've personally been going to Puerto Rico for over 20 years with my wife and kids to visit family, experience the culture, and enjoy the island. Puerto Rico has always been a special place to us, long before this project ever existed."
That philosophy guided every design choice.
The Flor de Maga, Puerto Rico's national flower, was selected for what Kaufman describes as its symbolism of beauty and resilience. The coquí, one of the island's most recognizable symbols, represents the spirit of Puerto Rico, while the pava reflects Puerto Rican heritage and pride.
"The symbols on the shoe all came from conversations about what authentically represents Puerto Rico," Kaufman said. "We wanted someone from Puerto Rico to look at the sneaker and immediately feel connected to it without needing an explanation."
A Sneaker That Gives Back
Beyond the design, the collaboration is tied to a larger mission.
Profits from every pair sold through Sneaker Room will support the construction of an outdoor roof for Escuela El Coquí, an elementary school in Salinas, Puerto Rico.
For Kaufman, that initiative grew from seeing the needs of the community firsthand.
"Supporting the outdoor roof project for the elementary school in Salinas felt like the right mission because we wanted this collaboration to leave a real impact behind," he said.
"When we visited Escuela El Coquí, we saw firsthand what the students and staff needed. We didn't want to just show up, throw an event, and leave. We wanted to create something lasting for the children and families there."
He hopes the project sends a clear message to the community.
"My hope is that the students and community feel seen, supported, and proud. I hope they understand this project was made with love and that people outside of Puerto Rico genuinely care about investing back into the island and its future."
The initiative builds on adidas Cornerstone Community's ongoing work with Sneaker Room, which has included supporting school murals, providing book bags, and creating youth-focused programming in Puerto Rico.
Bringing the Launch to Puerto Rico
Ahead of the sneaker's release, adidas and Sneaker Room hosted a community celebration at Instituto de Subcultura in Santurce.
The event featured local artists, food vendors, music, and community members gathering to celebrate Puerto Rican creativity.
"The event at Instituto de Subcultura was honestly surreal," Kaufman said. "Seeing the streets of Santurce filled with music, art, sneakers, and positive energy felt bigger than a product launch. It felt like a celebration of Puerto Rican culture."
One of the event's key elements was the inclusion of Puerto Rican artists, whose work was showcased throughout the space.
"Including local Puerto Rican artists was extremely important because culture cannot be represented properly without the people who actually create and live it every day," Kaufman explained.
"We didn't want this to feel like outsiders telling Puerto Rico's story. We wanted local artists to have a platform to express themselves through their own lens."
For Kaufman, one scene in particular captured the purpose behind the collaboration.
"One moment that really hit me was watching people dancing in the streets, artists selling work, sneakers being given away for free, and seeing the community genuinely embrace the event," he said.
"At that moment, I realized this project accomplished exactly what we hoped it would."
The team also made a conscious effort to ensure the event directly benefited local businesses.
"We didn't take a dollar from the island that weekend. Everything from the food and drinks to production and vendors was sourced locally because we wanted
Sneaker Room’s Community-First Approach
Kaufman credits Jersey City, where Sneaker Room was founded, for shaping the company's approach to projects like this one.
"Sneaker Room has always believed we are not a store in the community but a community in a store," he said.
"Growing up in Jersey City taught me the importance of diversity, culture, and giving back. That mindset carries into every project we touch."
That philosophy extends beyond the sneaker itself. Every campaign image and video associated with the release was created in Puerto Rico using local talent and Puerto Rican director of photography Alex Forestier.
"We felt that if we were creating a sneaker for Puerto Rico, it couldn't be shot in New York or Jersey," Kaufman said. "The visuals had to feel just as authentic as the story behind the sneaker."
For Kaufman, that attention to detail is what separates the Adistar Control 5 from previous releases.
"What makes this release different is that this is not just a sneaker release," he said. "This is a movement built on culture, storytelling, and community impact."
"From the adopted schools, to the artists, to the free giveaways, to the support for Salinas, every part of this project had intention behind it. We created something that represents Puerto Rico authentically while also giving back directly to the island."
The Sneaker Room x adidas Adistar Control 5 is available now through Sneaker Room retail locations and online for $145.
The Sneaker Room x adidas Adistar Control 5 features a coquí detail on the sole and “Nuestra Cultura al Mundo” printed on the back of the sneaker, tying the design to adidas’ broader initiative uplifting Latino culture and community. / Photo courtesy of adidas