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In a world of traditional Mother’s Day tributes, Phil Lipschutz has created something extraordinary—a limited-edition sneaker that tells the story of his grandmother’s love. The “Grandma’s Couch 2 Rivalry Lo” is more than footwear; it’s a heartfelt memorial to Naomi Phillips, who became known across the internet as “Sneaker Grandma” before passing away earlier this year at age 100.
This dusty pink, floral-embroidered Adidas shoe—releasing May 10th just in time for Mother’s Day—represents how we can honor maternal figures in unexpected yet deeply meaningful ways.
The woman behind the sneaker
The story began in 2023 when Phil, owner of Cincinnati’s iconic sneaker boutique UnheardOf, created the first “Grandma’s Couch” Adidas collaboration. Videos of his grandmother Naomi unboxing the shoes—designed to resemble her beloved couch—went viral, touching millions of hearts and earning her the affectionate nickname “Sneaker Grandma.”
That success led to this second edition, which Naomi helped design before her passing. She personally selected the floral patterns adorning the shoe’s upper, while her handwriting was preserved for the Adidas logo on the heel.
“There’s a lot of people in this world that have a real close connection to their grandma, especially the kids that were kind of raised by grandma that maybe came from a broken home like myself,” Phil explains. “Grandma’s house was like the safe place… where I knew that I was kind of like protected. No one was gonna come and hurt me. And I could be clean, I could have food… it just was our safe place.”
The couch that inspired the original shoe design held special significance. “The couch was just where we got to nap,” Phil remembers. “A lot of times we would lay on the couch and just kind of roll over and cry ourselves to sleep, but then she would come over and just kind of hold us and tell us everything was gonna be okay.”
More Than Just Footwear
The result is the “Grandma’s Couch 2 Rivalry Lo”—a shoe that transcends mere footwear to become a multi-generational love letter. Limited to just 600 pairs and releasing on May 10th (just in time for Mother’s Day), these $185 sneakers tell a story that resonates far beyond sneaker culture.
Before her passing, Naomi personally selected the floral patterns that adorn the upper, while her own handwriting was preserved for the Adidas logo on the heel. The shoes feature “Dear Naomi” and “Love always and forever” embroidered on the forefoot—subtle reminders that the objects we create can carry our love long after we’re gone.
“The whole real flower thing has a real journey in my life,” Phil shares. “I constantly started bringing fresh flowers to my grandma. And then as she got older and I got older, she really understood what that meant for me to bring her real flowers.”
Redefining Motherhood Tributes
In many ways, the “Grandma’s Couch 2” represents a shift in how we commemorate the maternal figures in our lives. The packaging itself—a blush pink wooden box styled like a vintage makeup kit, complete with a mirror—nods to the fancy beauty gifts Phil used to buy for his grandmother.
It’s a reminder that motherhood takes many forms. Sometimes it’s a grandmother stepping in when needed. Sometimes it’s chosen family. And sometimes, it’s remembered in unexpected ways—like through a limited-edition sneaker that tells a deeply personal story.
“Mother’s Day is really hard for me,” Phil admits. “I lost my mom in a tragic way. My grandma lived to 100 and 6 months. So as a young man, I had my grandma for a lot of years and a lot of people don’t.”
His message to those grieving on Mother’s Day resonates deeply: “I know there’s a lot of people in this world that are hurt without their mom or their grandma. And I just wanted to really let them know, remember the good times and if I can make it through it, they can make it too.”
Carrying their legacy forward
“I’ll figure it out”—that’s been my unofficial motto since becoming a mother nineteen years ago. And from what I can tell, it was Naomi Phillips’ approach too, stepping up to raise her grandson when circumstances demanded it.
The beauty of the “Grandma’s Couch 2” collaboration lies in its understanding that motherhood isn’t just biological—it’s found in the people who show up, who guide us, who help us figure things out when life throws curveballs.
When Phil places these sneakers in the hands of customers, he’s not just selling footwear. He’s sharing his grandmother’s legacy, inviting others into the story of a woman who mothered him into the person he became.
“She always taught me, no matter how hard we had it, we were still really lucky to be here in the first place,” Phil reflects. “And there’s people that still have it harder and worse than we had growing up. So to never forget about those who are left behind, if somebody needs help, go help them.”
Perhaps the most touching part of this collaboration is how it’s helping Phil process his own grief while connecting with others experiencing similar emotions. “Connecting with people on those stories and them asking me how I did it, and how I kept my head down… That’s the biggest joy of all of it.”
Creating conversations about grandmother legacies
What started as a personal tribute has evolved into something much larger—a catalyst for conversations about the profound impact grandmothers have on our lives. Since the original “Grandma’s Couch” release, Phil has witnessed an outpouring of stories from people around the world.
“I already know what the shoe means to me. No one knows my story better than myself,” Phil says. “But seeing these people from all around the world—South Africa, India, France, Scotland—talk about how the shoe reminds them of their grandma or their auntie just brings a lot of joy to me.”
These sneakers have done something remarkable: they’ve created a global community of people sharing memories of their grandmothers. The conversations happen both online, where the unboxing videos first went viral, and in person.
“Even a few times when she would have to go to the hospital or the doctor’s office, nurses and doctors would come up and say, ‘Hey, you’re Sneaker Grandma! Hey, I like your shoes,’” Phil recalls of Naomi’s experience after the first release. “She was blown away, breathtaking, couldn’t believe it. Totally shocked.”
The sneakers have become conversation starters that prompt people to share their own grandmother stories. “When people either wear the shoe or have the shoe on display and someone asks about them, they immediately will say, ‘Hey, this is UnheardOf’s shoe, it’s Grandma’s Couch.’ And yeah, that’s awesome that I get the three seconds of fame,” Phil laughs. “But then they start talking about what the shoe means to them, to other people, and it just shows that it’s a domino effect of spreading love and joy and positivity to the next person.”
This Mother’s Day, as we honor the maternal figures in our lives, the lesson from this story is clear: The tributes that matter most aren’t always traditional. Sometimes they’re as unexpected as a pink floral sneaker, carrying our love and memories forward in ways that touch hearts far beyond our immediate circles.
The story even has a touching epilogue. Inside each shoe, on the insole, is a 1947 drawing of Naomi created by Phil’s grandfather—a piece of art he made as a gift to her father to ask for her hand in marriage. It’s a reminder that these shoes aren’t just about Naomi’s legacy, but about the entire tapestry of love that makes a family.
“My grandma and grandpa have this unique story,” Phil explains. “They met on a coin toss and they went on a double date. They were married 75 years.”
Because motherhood, in all its forms, deserves to be celebrated in ways as unique and special as the women who shaped us—whether through traditional gifts or a pair of limited-edition sneakers that tell a story of love that spans generations.