COMO Footwear and Rhuigi Villaseñor Introduce New Lake-Inspired Luxury with the Adidas x Como Black Label Sneaker
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By PAGE Editor
Lake Como has long stood as a symbol of refined living. It’s a place where beauty dictates the rhythm of everyday life and style emerges from intentional leisure. That spirit is embodied in the newest collaboration between Adidas and Como 1907’s emerging footwear line, marking a fresh chapter in the club’s evolution as a global lifestyle brand.
The debut Como Black Label sneaker arrives under the creative direction of Rhuigi Villaseñor, founder of RHUDE, who was appointed Chief Brand Officer of Como 1907 and its expanding portfolio of fashion, consumer goods, and travel ventures in late 2024. The sneaker represents the first release from the Como Black Label collection and serves as a defining statement of Villaseñor’s vision for the club.
Crafted from a smooth white leather with sharp black detailing, the Como Black Label sneaker blends classic court design with the polish of Italian tailoring. The bold COMO wordmark is stretched across the mid-stripe, while the Como crest on the tongue is a nod to the community heritage. Perforated panels, precise stitching, and a refined silhouette elevate the shoe beyond sportswear, complemented by Cloudfoam cushioning for a comfortable, casual luxe feel.
“The Como Black Label is about grace over noise - luxury that moves with you, not ahead of you,” Villaseñor says. It’s a philosophy that perfectly mirrors the tone of Lake Como itself: calm, confident, and unmistakably stylish.
For Villaseñor, the connection runs deep. “Lake Como has a way of changing your pace,” he reflects. “Since my first visit in 2016, I’ve found inspiration in its beauty, and now I’m excited to help shape the future of Como 1907 and its wider ventures, blending fashion, football, and lifestyle in a way that feels effortless.”
His appointment comes at a pivotal moment, with Como 1907 returning to Serie A for the first time in 21 years. The club has become a cultural attraction, as much as the town attracts celebrities, tastemakers, and creative leaders to its lakefront. Many are now visiting the picturesque Giuseppe Sinigaglia Stadium, a setting much different from global arenas.
Villaseñor intends to share this notion, overseeing the creative direction and strategy across the club’s expanding lifestyle ecosystem. The ambition is to transform Como from a historic football institution into a global destination brand rooted in Italian craft, cultural relevance, and the idea of life associated with Lake Como.
A preview of this transformation surfaced during RHUDE’s Spring 2025 show at Villa d’Este, where co-branded Lago di Como rugby tops and ballcaps hinted at what the Como lifestyle offering will become. “This is more than just slapping a logo on a jersey,” Villaseñor noted. “We’re building a lifestyle - something bigger.”
Mirwan Suwarso, President of Como 1907, echoes the vision, stating, “We’re excited to see how his leadership will shape the future and open new possibilities for Como on the global stage. Our ambition is to elevate Como into a brand that inspires and influences across industries, and we are excited to work with Rhuigi to get there.” With the Adidas x Como Black Label sneaker, Como 1907 shares the tranquility of Lake Como, as a place that can inspire a sense of self.
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