adidas adiZero Goukana: excess, design and culture

The latest silhouette from adidas Originals abandons any attempt to go unnoticed.

At a time when volume and boldness are key, the new Goukana sneakers are set to conquer the sneaker industry. Their daring aesthetic, featuring a neon yellow upper and an oversized thick sole, makes them a real eye-catcher.

But they didn’t come out of nowhere. They are the result of a conscious evolution, with roots in the 2008 Adios Neftenga, a milestone in technical running, and the limited edition created in collaboration with Wales Bonner in 2024.

‘Goukana’ means “luxurious and elegant” in Japanese. And it makes sense. The name is a direct nod to both the meticulous design and premium materials, as well as the legacy of Toshiaki Omori, the creative mind behind the adiZero line. It is a tribute to Japanese precision that also leaves room for the exuberance of the three stripes.

On a technical level, the Goukana incorporates Lightstrike technology, because although they are not marketed as high-performance sneakers, they do offer supreme comfort. They are scheduled to launch tomorrow, August 1, through adidas.com and select physical stores of the sports giant.