adidas released Rayasianboy's Harden Vol. 10 "RUEI" on Sept. 25 through its CONFIRMED app, and a wider retail release followed on Sept. 26. Sneaker Bar Detroit and Modern Notoriety list the price at $170, under style code LB5656. The colorway is Beam Pink/White/Lucid Pink. House of Heat reports it is the first sneaker PE (player exclusive) from adidas Basketball for a streamer to get a retail release. Sneaker Freaker calls it the first sneaker collaboration with a reality livestreamer.
Who Rayasianboy is
Rayasianboy is Chen-Ruei "Ray" Hsu, a Taiwanese streamer born Oct. 31, 2005, according to his Wikipedia entry. He broke through in July 2023, when Kai Cenat was livestreaming in Japan. Ray followed clues from the stream to a 7-Eleven and walked up to Cenat on camera. Per Wikipedia, Ray has about 3.2 million followers on Twitch, 3 million on Instagram and 1.72 million YouTube subscribers. He won Best Reality Streamer at the 2025 Streamer Awards, after a Best Breakout Streamer nomination in 2024.
RUEI is Ray's clothing label, named after his Chinese name. adidas announced its partnership with Ray in October 2025. He had earlier appeared alongside Cenat in an April 2025 BAPE campaign.
From Fanatics Fest to retail
The shoe first surfaced in July at Fanatics Fest in New York. James Harden surprised Ray there with the pair, and about 50 pairs were released at the event. adidas then scheduled this fall's wider release.
The design starts from the Harden Vol. 10. It's mismatched: the left shoe carries "RUEI" branding across the lateral side, and the right shoe has large, crinkled star graphics. Reflective hits sit at the toe and heel tab, and the insoles are printed with a photo of Ray.
Two weeks earlier, adidas Basketball launched the Anthony Edwards 3 "Cold Blooded" at $130.
Source: Sneaker Bar Detroit, House of Heat
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