Originals’ highlight capsule collection is called Materials of the World. The Trefoil’s universal appeal is translated in a mainstream oriented range offered at all distribution levels. The collection proves adidas’ outstanding capability of mixing the authenticity of well-established adidas silhouettes with inspiration from various cultures around the world, especially their traditions when it comes to clothing, material or patterns. Each product therefore not only breathes the heritage of the adidas brand, but also tells a story about a culture, or a race and their habits. The contemporary street edge will strongly appeal to today’s style adopter.
The successful Sleek Series continue to conquer the women’s market with original adidas silhouettes transformed into elegant and sexy dress shoes that still breathe the heritage of its role model. In FW07 the Sleek Series offering expands with commercial pieces being introduced at each distribution channel. Highlight themes evolve around ‘Kimono’, ‘Paisley’ and ‘Neon’ during Summer and ‘Winter Luxury’ during Fall with respectively a “sleeked” Top Ten Lo and Superstar and a “sleeked” Arosa and Galaxy.
With the introduction of Clean Casuals, adidas Originals intensifies its apparel strategy. Moving away from theme based lifestyle stories yet still creating holistic collections, adidas offers the consumer in FW07 a wider variety of looks, fits and styles – one could call them “lifestyle basics”. Retail will love this new segmentation, as the products are easily merchandisable; cross over styling is one of the key benefits of these outstanding pieces.
The Ali by adidas collection presents the Ali Values Project; an exciting story, featuring works of art by contemporary artists celebrating the values that Ali embodies:
Respect, Confidence, Dedication, Conviction, Spirituality, and Giving.
adidas Originals commemorates The Greatest through a very unique collaborative project that depicts each one of Ali’s personal core values.
LeRoy Neiman, Cey Adams, Shephard Fairey, Eric Bailey, HVW8, Usurgrow are the artists that re-interpret Muhammad Ali’s values into paintings and illustrations based on photos taken of him portraying these values. Representing a mix of high and low, fine art and street art, each artist’s work is used as graphics on track tops, t-shirts and footwear and will resonate beyond the typical urban consumer.
The FW07 Respect M.E. collection takes us on a journey through dance history. Dancing as a serious means of self expression plays an important role in the urban scene.
The Bass Line collection is all about the today of break dance. The theme Streetdance Academy results in looks that merge sport silhouettes with an urban street styling and serve any purpose of a given day on the streets: from hanging out with friends, training dancing – to going out at night.
The Rhythm collection is inspired by the past, the roots and the origins of street dance. Themed “Swing Dance Society” these FW07 styles are creating a complete new look by combining urban styles with delicate details from the Charleston and Swing era. Interesting details make the looks sophisticated yet very authentic at the same time.
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