Shopify‘s “OPEN” speaker series was fortunate enough to host adidas‘s Jon Wexler in Portland, Oregon where he spoke about the challenges in relaunching the iconic Stan Smith silhouette. The Three Stripes’ Global Director of Entertainment and Influencer Marketing revealed the multi-year process of bringing the sneaker back to the forefront of the fashion world, by lacing up style influencers like A$AP Rocky and Jeremy Scott with personalized iterations, while also coming up with a strategy to make it more appealing to females. It’s hard to believe the sneakers were completely taken off the market just three years ago, considering how popular they are today. Check out the video above to get some insight on adidas‘s brand direction with regards to the timeless silhouette.