Welcome to the 100th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we go from three stripes to three swipes, cashing out on luxury sportswear with couture’s newest face, Adidas.
Back in May, Balenciaga took to the New York stock exchange to reveal their Resort 2023 collection. As tech-gimps walked through the isles of pulsating charts and eager audience members, eyes fell from fluorescent pigtails to tracksuits, eventually landing on the Adidas logo that accompanied such.
In collaboration with the Balenciaga namesake, the full 33-piece collection was available on site right after the show. Selling out day by day, many questioned the ethos of a $2250 USD duffle bag, or $550 hat, for Adidas is an affordable sportswear company… right?
The partnership may seem obscure, but is quickly becoming commonplace in the high-fashion realm. Luxury activewear was introduced over two decades ago by Dirk Bikkembergs, and then on a larger scale through diffusion lines like Chanel and Prada Sport. Today, we’re seeing a new approach to the niche through collaborative efforts, allowing companies like Adidas to retain their pre established consumer basis, while tapping into a new one.
We’ve seen brands like Nike do this over past years, enlisting Comme des Garçons and more recently, Louis Vuitton, to unveil capsule collections and speak to an otherwise untapped audience. Adidas has dabbled in this region alongside Yeezy before, but appears to be going full throttle in pursuit of a wider reach.
But it doesn’t stop there. Gucci x Adidas was announced and made available online in early June, with prices similarly high and just as exclusive as their Balenci counterpart. Hype seems to be the name of the game in these cash grab endeavors, but raises questions as to what defines a ‘luxury’ brand.
Adidas itself isn’t releasing their own high-end products and instead uses a muse to attract such customers. Working in part with established creatives is a smart niche to expand, but may breach the integral constructs that make luxury fashion, luxury fashion.
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