Today, Adidas dropped its latest Originals campaign starring none other than Kendall Jenner, who first announced her ambassadorship for the German sportswear giant with a Twitter post back in May.
It's Jenner's first major endorsement since her infamous Pepsi commercial was pulled in April, but there's nothing particularly new―or original―about casting an Insta-famous supermodel in athletic ads. It's a tried-and-true formula that's already been well exploited by other big brands. In 2017 alone we've witnessed: Gigi Hadid for Reebok, Bella Hadid for Nike, and Kylie Jenner (HBD!) for Puma. But at least with Kendall and Adidas, there's already a family connection with Kanye West's Yeezy collection for Adidas.
Last September, Alexander Wang revealed a surprise collaboration with Adidas when a slew of his models charged down the runway in all-black tracksuits with the brand's iconic logo turned upside-down. Soon after, the 84-piece unisex capsule was released quietly through select pop-up shops in cities like New York and Tokyo—but the full range won't release until spring 2017. When it finally does, there'll be more colorful items added to the monochrome range that we didn't see on the runway.
Berlin’s go-to Adidas concept store, No74, returns with a complete new look thanks to Berlin-based duo Haw-lin Services. Created in collaboration with Geckeler Michels and Schroeder Ruach, the new layout combines clean displays with floating linear lighting to create a minimalist space that places focus where it really matters – the clothes and kicks.
Located in the heart of Berlin’s best neighbourhood for fashion and culture, the Mitte shop is adidas’ first select store in the world. Housing an impressive selection of exclusive footwear, apparel and accessories, this Torstraße boutique is your go-to for coveted collaborations with Kanye West, Pharrell Williams, Raf Simons and Stella McCartney.
Ok, so you got through New York Fashion Week sounding like a pro. Then London came around and you were feeling pretty confident. After that, it all went downhill as you attempted to pronounce one European designer after another, knowing it wasn’t coming out quite as it sounded in your head. The Today Show is coming to your rescue, though, with a video that will school you on how to pronounce some brand names you use more than you realize.
“WE ALL LOOK DIFFERENT, WE ALL SPEAK DIFFERENT LANGUAGES, BUT WE’RE ALL CONNECTED” – PHARRELL
Following up on Pharrell Williams’ 2014 collaboration with Adidas, which saw a refresh of the brand’s famed Superstar shoe collection, the popular songwriter has teamed up with the sports label yet again to bring sneakerheads a new crop of kicks released yesterday.
For his second project, Pharrell presents Hu, a collection that aims to connect people through the exploration of humanity, culture and diversity. “Hu is short for human – human being, human race, humankind,” said Pharrell. “But Hu, itself is also a reference to colour. As human beings, we all have a colour. We all look different, we all speak different languages, but we’re all connected.”