For Eric “Shake” James, designing a sneaker isn’t just about aesthetics—it’s about storytelling. With his latest project, that story is deeply rooted in Milwaukee.

Rather than centering a single narrative, James set out to reflect the city in its full complexity—its neighborhoods, its history, and the everyday energy that defines it.

“Yeah, man, I wanted the shoe to really feel like Milwaukee,” James told us in an interview. “It’s not just one thing. I pulled in different neighborhoods from Sherman Park to Downer Woods and used stuff like the Cream City brick and the water—things people really connect with here.”

That approach is grounded in proximity. James isn’t designing from a distance—he’s embedded in the community, engaging with it daily.

“I’m out in the community every day, talking to kids, walking the streets, seeing how people live and celebrating the city,” he said. “That’s what guides all the details. It’s not just my story, it’s the city’s story too.”

The result is the adidas 414 Day “View Finder” Samba, a release that channels those influences through layered design details and local references tied to Milwaukee.

A design rooted in lived experience

James’ upbringing in Milwaukee played a central role in shaping how the story came together. He points to both the pride within the city and the ways it can be overlooked as key influences on the narrative.

“Growing up here, I’ve seen the pride people have in the city, but I’ve also seen how it can get slept on,” he said. “That’s why I try to make shoes that celebrate the city, its energy, its history.”

That perspective shows up through layered details embedded throughout the design. The “View Finder” concept includes neighborhood maps and references spanning the North, South, East, and West sides of Milwaukee.

“I threw in neighborhood maps and local references from the North, South, East, and West sides,” James said. “It’s stuff only someone who really knows Milwaukee would catch.”

Telling a broader story of Milwaukee

Alongside contemporary references, James also incorporated elements tied to Milwaukee’s history and physical landscape, describing the project as an effort to present a more complete view of the city.

“It’s about showing the full picture, the city’s roots and everyday life,” he said. “That includes historic stuff like the 1846 flag colors, but also kids playing, streets alive, and the neighborhoods’ vibe.”

Even smaller design details draw from that environment.

“Even little touches like the water waves on the tongue come from being on the Great Lakes and wanting to show that energy,” James says. “I want anyone who wears the shoe to feel that connection, see Milwaukee through my eyes, and get the pride that’s here every day.”

For James, that perspective is shaped not just by where he’s from, but by how he continues to engage with the city and the people in it.

“Community is the starting point for everything I do,” he says. “Whether it’s working with kids at Seifert Elementary, walking the neighborhoods, or talking to local leaders, their stories guide the design.”

He also points to the role of partnership in bringing those ideas to life at a larger scale.

“adidas makes it possible to bring that vision to life,” he says. “They push creatively, help figure out how to make each idea real, and let us tell Milwaukee’s story in a bigger way. The shoes aren’t just products. They’re a platform to involve the community and give back through JAY Academy and Cornerstone programs.”

That connection to community extends to how he thinks about the impact of the work beyond the design itself.

“Everything that shaped me growing up had to be there—the neighborhoods, the people, the energy,” James says. “Since 2020, adidas, the Cornerstone Community, and my nonprofit JAY Academy have built a strong partnership around youth opportunity and community investment.”

“These shoes are a way to tell Milwaukee’s story, involve the community, and open doors for the next generation,” he says.