The Whitaker Group and Adidas have already had a prolific 2026. They dropped a massive collection of 22 sneakers comprising six models in February and introduced the multiseason “Do Not Duplicate” collection in March with a capsule of four sneakers inspired by the Houston Rodeo. The next iteration of “Do Not Disturb” is already on the way, and it’s now moving to Atlanta for the city’s 404 Day.

The Whitaker Group x Adidas “404 Peachtree” capsule celebrates the Atlanta holiday tied to its area code with a total of four sneakers employing the colors of peaches. It can essentially be split into two halves, as two sneakers are defined by softer shades of pink and two by a rich shade of red.

Coming in with a lighter aesthetic are the Evo SL and Atlanta Trainer. The hit contemporary running shoe features a pink-to-black gradient midsole and shades of pink, peach and cream across its upper. Similar hues are also used for the Atlanta Trainer, an archival runner from the ’70s, including a pink midsole with embedded trefoil buttons in gray, yellow and peach.

Another Evo SL then gets a deep red upper with gradient midsole running from white to pink to black. Its counterpart is an Atlanta 96 with a red, burgundy and white upper and a white midsole with a navy stripe on the left shoe and green on the right.

All four of the sneaker incorporate gold elements including the years 1996 and 2026, the former of which is likely a callback to the 1996 Atlanta Olympcs. Each also comes with a removable metal hangtag reading, “Do Not Duplicate.”

There isn’t a consensus on when 404 Day began, as some say it started in 2012 and others 2019. Regardless, it’s now firmly entrenched as an occasion to highlight Atlanta’s culture, especially in regards to art. Nike released a phoenix-inspired Air Max 95 for the holiday in 2024, and last year Adidas got into the mix with a Superstar.

The Whitaker Group x Adidas 404 Peachtree sneakers are available to purchase through drawings open now through Thursday from A Ma Maniére, Social Status, APB and Jaide. First come, first serve releases will follow Friday online and in stores through the same slate of boutiques. Prices are set at $120 for the Atlanta Trainer and Atlanta 96 and $170 for the two Evo SLs.