Adidas ties up with Prada for fusion of fashion and performance

Adidas,Prada,Sports Business News,German Sports brand,Stella McCartney

German sports and footwear giant Adidas has formed an alliance with Italian luxury-goods brand Prada amalgamate “fashion and performance” for excellence in sports and athleisure. The joint venture will develop products, depicting excellence laced with Adidas’ expertise in sport and Prada’s mastery in leather goods and luxury.

The first products from the collaboration may reportedly be “two limited-edition Prada for Adidas styles” sneakers.

Adidas of late has collaborated with some top fashion brands and designers like Raf Simons, Rick Owens, and Stella McCartney.

The aim of this partnership is to investigate the realms of heritage, technology, and innovation – and to challenge conventional wisdom through unexpected strategies. The new vision draws inspiration from the rich legacies of both brands to re-engineer timeless icons and leverages the houses’ technological footprint to innovate. The path is an evolving and dynamic structure composed of key milestones, marking a significant departure from existing patterns while building on the houses’ strong milieu of shared approaches and pursuits, Adidas has stated in a release.

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Both Prada and Adidas are specialists in each of their fields – together, they cross-pollinate, share and blend different facets of technical know-how alongside universal aims of material ingenuity and ceaseless design evolution. This collaboration is built on an authentic fusion of fashion and performance – Adidas’ sporting heritage and visionary approach to technological development merges with Prada’s world-renowned history in leather-goods and unparalleled perspective on luxury and quality, synonymous with the label Made In Italy.

A joint passion for the universe of sport is at the heart of this creative partnership. The Luna Rossa sailing team, established in 1997 and heralding Prada’s participation in America’s Cup– is the perfect laboratory to test new materials and technology, and offers the ideal conditions to perfect the science of sailing.

Throughout its history, Adidas has been a pioneer of sporting innovation and precision technology, and the brand’s performance-driven pedigree has made it a global icon. At the same time, Prada’s iconicity resides in the interplay between form and function, luxury and utility, and the ability to juxtapose different ideologies. The intersection between these two separate worlds, further reinforced by the houses’ relentless pursuit of excellence, inevitably points to a new singularity. At its zenith, this collective effort will result in the release of the new Luna Rossa performance sailing footwear, to be unveiled in 2020.

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The houses have also begun to explore their monumental archives. The first step of this shared journey will debut this year, with the release of two limited-edition Prada for Adidas styles that draw on the rich patrimony and iconography of both labels, representing a tribute to timeless classics. Originating in the realm of sport, transposed to street style and now translated to luxury, classics from each are here re-contextualized, visited anew. The first iteration will launch for men and women globally in December 2019, marking a special partnership in both creation and manufacture, as these limited-edition styles will be made entirely by Prada in Italy.

With each partner bringing a unique perspective to a conversation founded on the mutual exploration and the search for new boundaries, Prada for Adidas is a laboratory for ideas, a new vehicle for creativity.

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