3 years ago, a 1-in-100-million lobster was discovered in the Gulf of Maine, affectionally named, Haddie. Her rare beauty captured over 4 billion impressions worldwide. On June 24, 2025, we unveiled a yearlong design effort...Haddie Kicks, a one-of-one sneaker design concept like no other. And soon, you will be able to join The Haddie Kicks Raffle and potentially own a pair of these 1-in-100-million sneakers. ENTER NOW >

Of course, it started with a lobster. Not just any lobster—Haddie, the cotton candy-colored marvel plucked from Maine’s cold Atlantic, a 1-in-100-million rarity. The kind of odds that make headlines and stir hearts. So what did we do? We laced them up. Together with the brilliant minds at SCAD, we turned Haddie’s magic into something you could wear: two one-of-a-kind sneakers inspired by her iridescent shell and improbable story. Designed to walk with purpose, these aren't just shoes—they’re a movement. A tribute to rarity, to wonder, and to giving back. After all, the world doesn’t need more shoes. It needs more stories worth walking in.

Captain Planet Foundation is a 34-year-old, award-winning, Atlanta-based NGO that engages and empowers young people to be problem solvers for the planet. Based on the 1990s hit, Captain Planet and the Planeteers, co-created by Ted Turner and Barbara Pyle, the show and Foundation center youth changemakers, justice, equity, diversity, and inclusion in every aspect of its work.

SCADpro is a collaborative design studio that connects current and future art and design professionals with business leaders to find creative and inventive solutions to real-world challenges.