Employee’s Personal Story Brings Life to adidas Five Ten Breast Cancer Collection
Adidas Five Ten worked to build breast cancer awareness this year with a pink-highlighted collection of shoes. The story behind them brings the project deeper meaning.
Luke Hontz had just started working at Five Ten when he learned that his mother had breast cancer. In light of the diagnosis, Hontz’s new job must have introduced even more stress into their lives. He traveled a lot in his early days at Five Ten, which meant he spent too much time away from his mom as she battled her disease.
Years later, Hontz’s mother was (and continues to be) a breast cancer survivor. Still employed at adidas Five Ten, Hontz realized that he was looking at a unique opportunity.
As the company’s Senior Project Manager for its bike division, he started working on a shoe project to raise breast cancer awareness. Spoiler alert: he was successful.
adidas Five Ten Limited Edition Breast Cancer Collection
Limited-edition Five Ten Freerider Pro Canvas flat pedal MTB shoes headline the array. TERREX Freehiker and Agravic trail shoes, and the adidas Ultraboost running shoe round out the boldly hued line.
We first snuck a peek at the BCA Collection at Outdoor Retailer back in June. Now, they’re poised to hit the shelves just ahead of Breast Cancer Awareness Month (this October).
The designs stem directly from Hontz and his mom’s experiences while she battled cancer. While he supported her the best he could, Five Ten said, work meant he didn’t spend as much one-on-one time with her as he wanted to. The brand explained he felt consistently frustrated, thinking that he could have done more to help her.
But she persisted nonetheless, and the two shared the experience that ultimately inspired the line. Pro mountain bike rider and adidas Five Ten athlete Veronique Sandler also helped, creating the art for the shoes. According to the brand, she reached out to breast cancer patients and survivors first, to identify key symbols they held closely “for courage and solace” on their journeys.
Sandler said one consistent theme — a thing we all share — stood out.
“One theme I heard over and over again was the importance of the outdoors for many survivors. Just getting out and walking is a big step,” she said.
You can check out the BCA Collection at adidas Five Ten’s website. All four breast cancer awareness-focused shoes become available starting Sept. 30. The adidas BCA Freerider Pro costs $150 MSRP. Finally, $15 for each full-price shoe sale will be donated to National Breast Cancer Foundation. (In the UK/EU, the org Breast Cancer Now will receive the donations.)
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