Jewish grocer Zabar’s collaborates on a new sneaker only available in NYC

Known for all sorts of grocery staples and traditionally Jewish deli items, Zabar’s has recently dipped its toes into branded collaborations that move beyond the culinary. The latest project of the kind celebrates the U.S. Open, set to kick off this weekend in Queens. Zabar’s has linked up with West NYC—a beloved Upper West Side sneaker boutique—to launch a new, limited-edition shoe: a white-and-orange take on the iconic Adidas 1970 Rod Laver, named for the Australian tennis champ. The sneaker will retail exclusively at West NYC this Saturday, August 23, in-store starting at 10am and online at noon, for $100.

The West NYC x Adidas Rod Laver gives a nod to Zabar’s signature orange—seen across employee uniforms, store bags and signage—and aims for more than just synergy. According to both the press release and an official West NYC Instagram post referencing Zabar’s, “the partnership consists of us providing pairs of these upcoming exclusive Rod Lavers to the Zabar’s floor staff,” with the hope of making these shoes an unofficial part of the Zabar’s uniform—“the store’s colors/uniforms perfectly matching the shoes’ colorway makes the connection even more seamless.”

Zabar’s has been striking the right chord in the collab game lately. Earlier this year, for example, they teamed up with Nordstrom for the department store’s “For Everything New York” campaign, celebrating community, culture and quality. Clearly, The West NYC x Adidas sneaker is just the latest chapter in Zabar’s surprisingly stylish collab story.

If you can’t get your hands on these exclusive Rod Lavers, you can always “settle” for the classic Rod Laver sneaker—currently available on the Adidas site in its timeless white-and-green colorway.