COME RAIN OR SHINE ADIDAS HAS BEEN ABLE TO WITHSTAND THE TEST OF TIME LIKE NO OTHER.
WHAT’S THEIR SECRET?
Adidas have been able to remain relevant for all these years. Unlike other brands that weren’t able to keep up with the world , Adidas have been able to evolve while still staying true to itself. How? Through associating themselves with the right people.
When legends come together
When Adidas first started out, it revolved highly around sports therefore who better to endorse the brand than the talented and still very influential soccer players David Beckham (retired) and Lionel Messi. Beckham has always oozed greatness and Messi despite suffering from Growth Hormone Deficiency, continuously proves that hard work and talent really do come a long way. Adidas’ relationship with these two stars are a testament to what the brand stands for. Performance and Passion. The same way Messi and Beckham have continued to remain relevant all these years, Adidas has also remained relevant. Beckham and Messi live performance and passion therefore they live Adidas and everything the brand stands for.
“PERFORMANCE. PASSION. INTEGRITY. DIVERSITY.”
Adidas evolved with the changing times and became one of the biggest names in the fashion world. So yes Kanye West and Pharrell Williams, two very iconic figures, were unmatched choices for Adidas to collaborate with. Kanye West’s Yeezy collection proved that no matter how different something is, there can always be a place for it in society. The “Hu” or better known as “The Human Race” is Pharrell William’s line that is intended to “celebrate diversity around the world and explore humanity.” This collaboration accentuates Adidas’ value of diversity and also the fact that Adidas is a people’s brand. Anyone can wear Adidas and make it their own. Adidas, through these two collaborations, have been successful in creating a platform wherein diversity and differences are encouraged and accepted. The brand continues to be the common ground for people of different backgrounds to come together and better understand and accept one another.
AGE IS REALLY NOTHING BUT A NUMBER
The most chic designer in the sportswear fashion industry has got to be Yohji Yamamoto. At the age of 73 the man or rather “the master” as many prefer to call him, has not lost his touch at all. The Japanese designer had first approached Adidas in 2001 . Since then they have worked together on projects like Real Madrid’s soccer kit and they produced Y-3 SPORT, Yamamoto’s first devoted sportswear collection which just further showcases Adidas’ diversity. The “Y” stands for Yohji Yamamoto, the “3” for Adidas’ signature three stripes and the “-” represents the link between the two. The Y-3 SPORT collection epitomizes quality, design, style, true craftsmanship and comfort, aspects that neither Adidas nor Yamamoto have ever compromised on.
Yamamoto is based in Tokyo and Paris, which illustrates just how relevant Adidas has become on the global stage. Whether you’re 20 or 70, this collection does not discriminate, like all Adidas products; Adidas is for EVERYONE. This collaboration is about “exploring the boundaries of human achievement” and is one of Yamamoto’s most acclaimed collections. Adidas have once again made themselves relevant through global interaction. At the end of the day a brand’s relevance is highly determined by inclusivity and diversity, two prized ingredients that helped cook up that empire that is Adidas.
“Adidas is a very personal inspiration to me. It has enriched my creative life. It’s an exchange between different cultures, different ideas, and most of all, it is teamwork.”
So, who and What is Adidas essentially?
Adidas is passion, it is performance, it is integrity and it is diversity. To still say that Adidas is simply a brand would be unsuitable. Adidas has become an empire and for many it has become their way of life.
“IMPOSSIBLE IS NOTHING.”