Adidas Originals returns its celebrated Stan Smith shoes style, created back in 70s and named after the former World No. 1 American tennis player, with a high dose of creativity sourced from a star-studded collective. For two previous years, the legendary model has been accumulating energy for a spectacular come-back. The sportswear giant is now inviting its fans to visit a dedicated exhibition that will feature the footwear silhouette re-imagined by such celebrities as Kate Moss, Naomi Campbell, Sir Elton John, Boy George, Sharleen Spiteri, Carl Hopgood, Judy Blame and Kylie Minogue to name a few.
The sportswear giant Adidas is hosting a unique exhibition, Spezial, which includes more than 600 pairs of rare sneakers of the brand. For the project, the iconic footwear pieces from different decades were put together—vintage, deadstock, re-issues, collaborations and rarities, which are usually kept in private collections of the brand’s fans, are now available for everyone to see in London. The exhibition, a compilation of personal stories narrated through the Adidas sneakers, provides a unique insight into the brand’s cultural, design and technology achievements.
In early spring, adidas unveiled a digital archive of its iconic products and marketing content, highlighting the brand’s past achievements in the sportswear industry. Now, the brand continues the effort with the launch of the “adidas lab,” which comes as the first in a series of events to celebrate the adidas’s future through its innovative gear.
Adidas and Yohji Yamamoto, who have been collaborating for already ten years, are inviting consumers to discover the new collection Y-3 S/S 2013 in an engaging, interactive way. The two design legends, from the sports and fashion world, let the global audience create a unique shareable film online by tapping letters and figures on their keyboards.
Adidas launches a new scholarship to support students from across the globe in the marketing and data-driven strategy fields. For the fund dubbed “The adidas Fellowship for Future Data Talents,” the sportswear giant once again has teamed up with the digital learning institute Hyper Island in Stockholm, Sweden. This partnership will provide one student with a free-of-charge seat in The Digital Data Strategist program that was first introduced last year.
Adidas has unveiled the 2013/14 Chelsea Home kit, which focuses on the dominant color of the legendary London Football Club’s visual identity—the blue. Just like Guinness used to ‘paint’ the town black for Arthur’s Day in a festive commercial back in 2012, in the new video adidas covers footballers with the blue paint—as part of the “It’s Blue, What Else Matters” advertising campaign.
Adidas celebrates women with a new campaign dubbed “all in for #mygirls,” which is rolling out across the globe as part of the brand’s biggest marketing campaign “all in” started in 2011. The brand kicked off the new girls-focused promotion on March 8 to coincide with International Women’s Day, celebrated in some countries.
Adidas is opening its archives for the global audience at its newly launched interactive website. There, the brand tells the stories behind its sportswear, showcases the images of autographed shoes and prototypes, retro commercials, and catalogues from the 60’s, 70’s and 80’s, covering the three decades of its presence on the global market.