Source: adidas Originals Releases the Never Made Collection
In the last week a group of sneaker culture enthusiasts and analysts have been having a prolonged back and forth about adidas’ “growth” in North America. As CEO Kasper Rorsted delivers consistent discussions on adidas growth, the industry recognizes that adidas has slowed down considerably and I have written consistently that the explosive growth adidas experienced from 2015 to 2017 is literally carrying the company through 2018, but it won’t sustain the brand entering into 2019.
Tayib at Housakicks shared a photo of the wall inside of a Footlocker and 80% of the adidas shoes are on sale including their most popular shoes during their growth: UltraBOOST and NMD. I’ve listed as the primary culprit for adidas’ current issues, silhouette fatigue. There are other problems as well, but when I see adidas taking action to offset the perception of the brand, I find it is more important to share what is being done. Below adidas is taking the effort to deal with the issue of ‘sameness’ via a series of collaborative efforts, which certainly won’t move the needle for their wholesale accounts, but it most definitely helps to counter the idea that adidas isn’t dope. Here is a list of upcoming efforts by Originals:
adidas Originals Never Made Collection
Introducing Never Made, a revolutionary footwear concept inspired by the past, designed for the future. Past icons from the adidas archive are reimagined, as their soles are swapped with the brand’s most innovative toolings. Featuring eight distinct silhouettes, the newest adidas Originals footwear concept provides a window into the brand’s design process. Inspired by internal design workshops, which see the brand’s designers explore unexpected combinations, the collection is a manifestation of ideas into reality.
The Never Made collection will release globally on October 17th.
adidas Consortium x Engineered Garments
Daiki Suzuki’s New-York based brand, Engineered Garments, has garnered a cult fanbase around the globe for its exuberant take on classic American clothing and refined Japanese attention to detail. Subtly mismatched elements have long been a part of the brand’s output and feature on their UltraBOOST in abundance.
adidas x Engineered Garments will be available for purchase from Nepenthes NY store on 13th October and Nepenthes Japan will be selling the 16th.
adidas Consortium x Saint Alfred
Saint Alfred used the Chicago wilderness to pull color pantones and used the adidas archive 1990’s era outdoors-wear for material inspiration. To reflect this in campaign visuals, Saint Alfred worked with artist Stephen Eichhorn, who creates intricately detailed collages of new micro-ecosystems.
adidas Consortium x Saint Alfred will be available for purchase on 27th October 2018
adidas Originals x Have A Good Time
For their collaboration with adidas Originals, Have A Good Time has applied its signature logo to a Reversible Track Top and Reversible Track Pants, as well as a classic Trefoil logo t-shirt and the Samba footwear model.
The adidas Originals by Have A Good Time collection releases worldwide on October 25th.
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