Last year I discussed why the knit trend on footwear had a natural progression towards apparel. adidas delivers another apparel element with the creation of their Primeknit hoodie and pants for their Heartbeat inspired design series labeled Z.N.E. For those not familiar with the Z.N.E. collections adidas took the time to place athletes through conditioning drills. When the athlete was at peak performance they monitored the frequency pattern of the athlete’s heartbeat. The patterns created became the design element integrated into the apparel. I’ve been excited about every drop because there isn’t any better representation of creativity than the heart.
This collection arrives at Boston’s legendary boutique CNCPTS and the marketing features adidas athletes and influencers.
To introduce the new collection, adidas partnered with the CNCPTS retail team in Boston to create and host a fully immersive event spanning across 36 hours. Recreating aspects of the athlete’s experience when traveling for an away game, the activation started with a trip to New York for select content creators, including DJ Brittany Sky, rapper Bia and photographer Ryan Parrilla and others, to see the Boston Celtics and Brooklyn Nets game. After the game, attendees flew to Boston to attend the 36 HRS launch preview at the recently-opened adidas x CNCPTS collaborative boutique, which attracted a who’s who of the city’s streetwear community and included an appearance by Marcus Smart, of the Boston Celtics.
Athletes are constantly moving and their average travel time between games is approximately 36 hours. Using that information with additional insights from collaboration sessions with athletes, adidas designers created a travel-inspired collection, built for comfort and competitors on the move. Taking the design to the next level, the 36 HRS collection features the first all-Primeknit Z.N.E. hoodie and pants.
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