This post isn’t really an analysis of any type. It’s an acknowledgement that adidas realizes where it’s success last year was. They are making a return to the bold statements of the 70s by unleashing a barrage of color. I’m sharing this simply for the pictures. Simple, but dope.
Pairing the colors from the past with those of today, four meaningful adidas sport hues were carefully selected as the starting point for the overall inspiration for both Men’s and Women’s SS18 collections. The primary colors which are now referred to as Bluebird, Fairway Green, Scarlett Red and Sun Yellow were first seen in 1983, when all-white adicolor shoes were presented alongside a set of felt-tip pens, and reappeared in 2006 for Color Series, an adidas collaboration with some of the world’s best-known and most highly regarded creatives, creating unique pieces around a specific color. Taking inspiration from the past collections, the SS18 offering plays with these iconic shades and creates tonal ensembles to render a palette relevant for today.