Talking Shop: A History of Sneakersnstuff Collaborations
We’ve said it before and we’ll say it again: when it comes to retailers, Sneakersnstuff are kings of the colab. The store’s road to coronation traces back to 1995 when Swedish sneakerheads Erik Fagerlind and Peter Jansson first met. As Peter tells it, their passions preceded them.
‘The first time we met was at a Reebok Walking Clinic for store clerks,' he says. 'He looked at my shoes, and I looked at his kicks, and we're like, ‘You're Peter, right?' – 'And you're Erik, right?’'
Before long, the two were trekking to New York in search of sneakers for themselves and others – a hustle that led to Sneakersnstuff (SNS) opening doors in Stockholm in 1998.
Relentless innovation has long defined SNS, from the early Basket Hemp PUMA in 2003 to colabs rooted in unexpected stories. Though the volatility of the current retail landscape has delivered some some serious challenges – prompting SNS to file for bankruptcy in January this year – there is a fresh start in the wings. In February, the retailer was acquired by Reziprok Ventures, a deal which included the return of co-founder Erik Fagerlind as CEO along with a revamped digital presence and new retail chapters in Stockholm and NYC.
With close to 140 collaborations in the archive and a new chapter ahead, now feels like the perfect time to look back at some of Sneakersnstuff’s most memorable drops. Scroll on for a closer look!
New Balance 577 'Erik', 'Pete' and 'Secret' (2005, 2007, 2008)
Though their first-ever collaboration was with , SNS’s early colabs were characterised by their work on . Three rounds were issued, each with one ‘Erik’ and one ‘Peter’ colourway, except for the first which had a ‘Secret’ colourway. The result of a FUBAR, the colours on the Secret 577 were meant to match Erik’s round one. They didn’t, but SNS kept them anyway and sold a limited run of 96 pairs online.
adidas ZX 450 'AZX Project' (2008)
SNS say this was their most important colab to date. Team Trefoil were undertaking the aZX project, going through each letter of the alphabet with adidas Originals releases – for the letter 'S', they chose SNS. Though planned as a build for Sweden’s inclement conditions, the sneaker ended up being made of waterproof, suede-like uppers.
Reebok Pump '20th Anniversary' (2009)
The 20th Anniversary Reebok Pump was a massive project by Reebok, involving 20 different sneaker boutiques worldwide, each creating their own unique take on the original Pump model. SNS's contribution was well-received, featuring a Fall/Winter theme with grey wool and suede, Thinsulate lining, and juicy orange accents. It was also inscribed with 'Alltid Redo’, a Swedish Scout motto meaning ‘Be Prepared’.
adidas Superstar 80s '3-Way Consortium' (2009)
For this one, adidas enlisted retailers into a ménage à trois. Joined by , and , SNS worked on one shoe with each retailer. Apparently, most didn’t want the stress of tackling the , so SNS jumped in. Each came with a Cordura sneaker bag.
adidas Stockholm 'Your City' (2009)
Pairing the adidas Stockholm with the city’s best sneaker store was a no-brainer. SNS's brief dictated they were allowed to add just one extra colour to the Stockhom's original blue and yellow Stockholm palette, so SNS told their hometown’s story by adding grey for the city’s skies.
Reebok Instapump Fury 'Legal Issues' (2013)
It’s alleged that these spots are based on Swedish hero Pippi Longstocking’s horse. Of course, that’s just hearsay. The real name of this pair is ‘Legal Issues’. To this day, it’s not known why.
Meanwhile, check out this
Reebok Shaqnosis 'Tribute' (2013)
The lads from SNS are big fans of Shaquille O’Neal, and this is a tribute to The Big Aristotle. Each colour represents a different moment in the man’s career, taking from his bouts in Orlando, Los Angeles, Miami, Phoenix and Cleveland.
Reebok Question Mid 'A Shoe About Nothing' (2014)
Look – sometimes a colourway is just a colourway. After 15 years in the game, SNS told odyssey tales through sneakers, but for this they swerved on narrative. Fittingly, the colab is called ‘A Shoe About Nothing’. Certainly not about nothing was the retailer's , which featured a set by East Coast rap deity Pusha T.
Reebok Instapump Fury 'A Shoe About Something' (2015)
A year later, SNS revisited the Instapump Fury with a flip of the Question’s colourway. Of course, that took that previous reference point and turned it upside down, making this one ‘A Shoe About Something’.
Nike Zoom Talaria 'Fearless Living' (2015)
To mark 15 years of working together, SNS and dropped two special . Each was a European exclusive and came with a ‘Versatile Protection’ shoe-cleaning kit and woodgrain-styled boxes.
adidas Brewery Pack (2015)
This special makeup pack was inspired by the brewery across from SNS’s Stockholm store. As such, the EQT Running Guidance 93 took on a ‘Malt’, the was forged with ‘Copper Kettle’, and the was treated to ‘Aged Copper’.
Reebok Ventilator 'Bees and Honey' (2015)
This 25th anniversary Reebok joined SNS to save the bees. Bee Urban, a company run by Peter’s sister, – and proceeds went to its upkeep. The first pairs also came with Hexalite-shaped jars full of honey from the same hive.
Brooks Regent 'American Dream' (2015)
This is a nod to a film by Vilhelm Moberg (yes, he’s Swedish) called . It’s about Karl-Oskar and Kristina, who leave dreary Sweden in search of living the American dream in the Big Apple. Each facet of the build links back to the story and is drenched in history and culture, making these yet another extraordinary example of SNS’s storytelling skills.
Vans Vault Slip-On 'Stockholm' (2015)
For their first collaboration with , flips the traditional checkerboard pattern, replacing it with the triangular mosaic of the ‘Plattan’ square, a classic Stockholm landmark frequented by skaters. Friends and Family were able to grab these with one of 50 Vans skate decks.
Tee Time Pack (2016)
SNS brought the and EQT Running Guidance 93 up to par for a golf-themed ‘Tee Time’ duo. Each had luxe materials befitting their status and were best worn while working on your handicap.
Reebok Club C 'We Made This For Ourselves' (2017)
The name says it all – as fans of the classic , SNS made one for themselves.
Social Status Sneaker Exchange UltraBOOST (2017)
To host the , SNS linked with to make an and . The pairs wore marled knit and were styled with luxury marble and a basketball hoop with a faux-diamond, chandelier-like net.
Converse One Star 'ERDL Camo' Pack (2018)
These saw SNS get freaky with ERDL, a camo print whipped up by the US military’s Engineer Research and Development Laboratory. They were designed to stand out, and they succeeded – we haven’t seen many like them since.
FUTURECRAFT 4D (2018)
This one doesn’t seem to have a story – not even a slight nod to Sweden. But you know what? When you’ve landed a collaboration with adidas’ most revered model, the shoe can speak for itself. These ruled the resale market and still fetch upwards of $1000 USD.
New Balance 920 (2021)
In 2021, Sneakersnstuff linked with New Balance for the 920 'Sports World', a colab celebrating the nostalgic feel of old-school sports shops. Drawing inspiration from spaces once defined by utilitarian shelving, faded graphics and a mix of athletic and casual gear, the model’s design language echoed a blend of bold tones with archival accents, resulting in a silhouette that balanced retro familiarity with contemporary sharpness.
The partnership between SNS and New Balance goes all the way back to 1999, rooted in a time when co-founders Erik and Peter hunted down rare New Balance gems in mom-and-pop shops filled with classic styles and memorabilia: a golden era that runs through the collaboration’s DNA. Released alongside apparel and a wide range of sporting goods, the project paid quiet tribute to those formative retail spaces, solidifying its place as a fan favourite in SNS’s New Balance catalogue.
New Balance 770 Made in England 'Secret Flimby Experiment' (2021)
Sweeping up the floor at Flimby can yield unexpected treasures. For Sneakersnstuff, it resulted in the 'Secret Flimby Experiment', a New Balance 770 crafted from discarded pieces of three classic 1500 models. Released in 2021, the project saw faded blues, soft greys and varied suede textures come together for a unique patchwork design that paid homage to the silhouette’s rich heritage while offering an entirely fresh look. Built with breathable mesh and premium pigskin suede, the retro runner perfectly balanced archival authenticity and forward-thinking craftsmanship.
To bring the concept to life, Filipino illustrator Vernon Luna created vintage horror-inspired artwork, channelling the colab's mad scientist energy to make the 770 a truly one-of-a-kind creation in both form and story.
adidas Rotation Pack (2023)
The SNS x adidas 'Rotation Pack' brought five archival icons back into – you guessed it – heavy daily rotation. Featuring clean, cream-based takes on the Superstar, , Stan Smith, Harlem and Centennial LO, this pack embraced simplicity without sacrificing style. Each silhouette was thoughtfully elevated with premium materials like buttery leather, suede and nubuck, creating a subtle yet refined feel. Muted tones and understated co-branding allowed the models' Three Stripes to remain central elements of the design, reinforcing these classic silhouettes' heritage.
adidas GT II 'London' (2024)
Draped in dark green suede with subtle off-white and gum accents, the SNS x adidas Originals GT II 'London' kicked off and the 10th anniversary of their London Shoreditch store. Gold foil branding tipped its hat to adidas legacy, while the mossy hues reflected classic pub carpets and match-day jackets. Released as the first colourway of the GT II series, it sold out fast and still commands a heavy premium on resale.
Building on the original SNS GT inspired by Stockholm’s 90s rave scene, the GT II draws from the city of Malmö’s vibrant spirit and adidas’ archive, blending a nylon base, plush suede toe bumper, premium leather lining and tooling from the . The launch was marked with a London rave event, bringing local fans and the SNS community together in true terrace style.
ASICS Gel‑Quantum 360 VIII 'Move to the Sound' (2024)
The Gel‑Quantum 360 VIII 'Move to the Sound' marking the sixth partnership between Sneakersnstuff and ASICS since the two first linked up in 2011. This release continued the retailer's 25th anniversary celebrations with a fresh interpretation of the GEL-Quantum silhouette.
The kick's design blends natural, muted tones with vibrant pops of iridescent detailing, reflecting the dynamic spirit of club culture. It was crafted with breathable dual-tone mesh, intricate 5D-print overlays and advanced cushioning technologies like FF BLAST PLUS ECO and DIVISION SPACE, and – most importantly – offered exceptional comfort and responsiveness for those moments of rhythmic moving to the sound.
PUMA Speedcat (2025)
It seems that everyone wants a piece of the pie, and SNS just recently served up one of the tastiest slices yet. Their 2025 collaboration with PUMA dips the motorsport classic in glossy black patent leather, turning the track-born silhouette into a bold statement for the streets. Sleek, minimal, and loaded with Y2K attitude, this version leans into late-night energy while still nodding respectfully to its competitive racing roots. With subtle branding and a refined finish, the colab puts both heritage and modern style on precisely equal footing, making it a must-have for those who appreciate clean lines and vintage motorsport culture reimagined for today’s landscape.