To honor the 45th anniversary of Billie Jean King's pivotal 1973 "Battle of the Sexes" victory, Adidas launched the "Billie Jean King Your Shoes" campaign. Instead of merely re-releasing her iconic blue sneakers, Adidas invited fans at the U.S. Open to upcycle their own footwear—regardless of brand—into blue BJK editions. This initiative not only celebrated King's legacy but also promoted inclusivity and creativity in sportswear customization.