Obviously, 2014 is synonym of renewal for the German firm Adidas.
After understanding the role of sneakers this year with the renewal of the mythical Stan Smith, the reissue of Americana, the collaboration with Topshop, this time it’s with the Brazilian brand Farm Company that the brand collaborates for the 2014 football World Cup.
After unveiling its jerseys designed for national teams (through the video Skate Copa), the three striped brand turns towards a more feminine audience by revealing a colorful collection enhancing the carnavalesque colors of Brazil
The collection revisits 16 flagship pieces from Adidas Originals as the famous sporty shorts, the firebird vest or the iconic Gazelle. The line is declined through 4 floral and fruity prints named “borboflor”, “floralina”, “frutaflor” and “tucanario” and designed by the creative team of The Farm Company.
By constantly trying to be original, the brand loses some of its credibility. At the view of the these two latest partnerships with Topshop and The Farm Company, we come upon the fact that the designs are very (too much) similar (printed flowers, large logos, etc.), an ironic mix that normally indicates that you have spent some time at the gym and yet you’re too “cool” to change (Yes I do smell like roses after my 7k run).
Nevertheless, we can expect that the success of these partnerships will appeal to a young and urban target in research of “street credibility”.
Again, the it goes without saying that this is a good marketing move as exemplified with the collaboration with two high street brands. Today we can say that, it is not the time where haute couture came to the streets but sportswear that moved up rank. Anyways, it is the least we can expect from a sport brand. Nonetheless, the visuals are appealing and the photoshoot is high-quality, but the risk taking is not huge … Que saudade!
The collection will be available from April 1st in adidas Originals shops, and online.