Unless you’ve been sleeping under a rock, you are aware that fashion collaborations are all the rage. And when it comes to footwear, particularly sneakers, without an alignment to fashion brand, celebrity or sports figure a sneaker brand could go the way of the pet rock!! (In case you were not born in the 1970s, the pet rock was an American cultural phenomenon of smooth rocks from Mexico that were marketed like another version of man’s best friend. By the way, they are still around, but do you know anyone who owns one.)
Converse resurrected itself from a cultural desert by collaborating with the likes of Chinese fashion designer Feng Chen Wang, author Jerry Lorenzo, tattoo artist Dr. Woo, fashion designer J. W. Anderson, hot fashion brand phenomenon Off-White, and Yoon and Ambush. And that was in 2019 alone.
Adidas definitely will not be out done by Converse of any sneaker brand to that effect. Adidas has had successful collaborations with Pharrell Williams, Kanye West, and Jeremy Scott. Add Virgil Abloh of Off-White and recent collabs with Prada and Adidas is positioned to have their sales go through the stratosphere. (Well, they already have!!)
Images courtesy of MISSONI/C&M PR
In this second collaboration with Missoni, the iconic Italian knitwear house looks to expand on the knitted Ultraboost sneaker which has become a cult favorite. With sport in the house’s DNA and following the path of its founder Ottavio, an Olympic athlete with a passion for color, the adidas x MISSONI partnership interprets sportswear in a contemporary way; redefining classic running garment silhouettes, and transforming colors into a living matter that follows and frees movements.
Energy, strength and agility are emphasized and enhanced with form fitting pieces, all brought to life in iconic Missoni colors; the new Pulseboost sneaker has been perfectly engineered. And the campaign images and video further expand on the MISSONI’s synthesis of color, movement, energy and fashion-forward sensibility.
adidas x MISSONI Vol. 2 are now on sale and can be purchased online or in select MISSONI stores.
William S. Gooch
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