Adidas is the story of a young German conscript, Adolf Dassler, who was demobilized at the end of World War I and who, back in his village where everyone is a shoemaker, decides to start making sports shoes. It was the time when Germany, defeated, fallen, devoured by inflation and plagued by internal struggles, established sport as a means of restoring her morale and pride through self-conquest and physical strengthening. Football becomes a national passion. Adolf, known as Adi, will supply all clubs in the country after initial successes. In the aftermath of World War II, he worked on his marketing, reaching out to the Olympic champions and creating his Adidas brand, a contraction of his first and last name, which adorned his shoes and balls with three stripes and a shamrock stylized on the three blocks of the world map .
Gucci is a sultry and complicated family history, but based on Florentine leather goods know-how and mad creativity. Under the guidance of its artistic director Alessandro Michele, in the 1970s Gucci rediscovered the splendor of its golden age, using and abusing the codes of an era characterized both by romanticism and by the lace, the arts and crafts movement, the return to nature was shaped and the hippie philosophy of peace and love. The very popular Adidas and the very snobby Gucci were brought together to meet. On the one hand, because the two brands are open to all forms of cooperation. Then because they share three bands: thin, diagonal and parallel for Adidas, in addition to the stylized trefoil; wide, a red between two greens for Gucci adding its logo and a double G for the initials of its founder Guccio Gucci.
Designed by Alessandro Michele, the Adidas x Gucci capsule combines the emblems of Gucci with those of the legendary sportswear brand. The collection reinterprets streetwear in three distinctive lines with a sporty inspiration that merge the codes of the two brands. The wardrobe literally consists of samples of sportswear, gym outfits, jackets, tracksuits, crop tops and boxer shorts. At the top of the shoes is the reinterpretation of the popular Gazelle model by Adidas, which has been seducing since 1969 with its colors, its comfort and its adaptability to all sports. But you will also find boots and loafers embossed with the Adidas trefoil underlined by the Gucci logo. As for accessories, a bowling bag wins the prize, although more classic styles are offered a ‘street’ aesthetic simply by adding the Adidas logo to the traditional snake print or Gucci monogram.
Part of Gucci’s ready-to-wear collection, presented at Milan Fashion Week last spring, this capsule offers hybrid and surprising models, such as this white, ethereal Victorian dress with ruffles, cloverleaf and Adidas stripes. For the launch of the collection, which brings together the codes of the two historic brands, creative director Alessandro Michele envisioned a campaign directly inspired by a 1979 Adidas archive catalogue. Adding a kinetic touch, the visuals come alive with energetic individuals stretching, running or dancing in place to a soundtrack of sensitive phrases that illustrate how Adidas x Gucci evokes endless interpretations.
“Human nature urges you to explore what’s going on around you, so I keep looking. “My rule of life is kindness. “When your thoughts come true, you understand what magic is. “The image is what we lose ourselves in. Truth is the superpower we use to escape. »… The models presenting the collection provide intimate reflections that reflect the concerns of an entire generation. This philosophy is sometimes supported by a wide set of beige sweatshirt and shorts worn over red Adidas tracksuit with white stripes, red gazelles with white stripes and crepe soles and bell cap where the Adidas logo is replaced by the letters of Gucci is underlined. We are immediately seduced by the colors: Gucci Gazelle in pink, green heel, three black stripes, crepe sole or the cinnamon Gazelle, Gucci monogram, red heel, white stripes, crepe sole or beige monogram, blue stripes, multicolored soles wedges, bump the initial range of this model into even bolder limits that everyone originally wanted to own in all its versions. Remember that since the development of its Gazelle multisport shoe model, Adidas explained the name attributed to it with the allusion to “a small and thin antelope, as swift as graceful”.
Of course, Gucci x Adidas products are made in Florence, where all the workshops and know-how of the luxury brand are gathered. They escape the shabby accusation of resorting to child labor, which has long tarnished the reputation of the German device manufacturer. Of course, both brands turn everything they touch into gold. But does the inclusion of their double logo on these new products justify the multiplication by 8 or 10 of certain models, so popular that we see them worn by the homeless as well as by students, technicians or athletes?
Adidas is the story of a young German conscript, Adolf Dassler, who was demobilized at the end of World War I and who, back in his village where everyone is a shoemaker, decides to start making sports shoes. It was the time when Germany, defeated, fallen, devoured by inflation and plagued by internal strife,…
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