A culture of collaboration
Through ups and downs, Adidas has never ceased to attract devotees, going beyond its role as a shoe and sportswear manufacturer, to become a lifestyle and affordable luxury brand, thanks in particular to judicious collaborations, under its “Adidas Originals” section, with musicians such as Kanye West, who signed the Yeezy, and Pharell Williams in the case of the Humanrace, which will also bear the Chanel logo. The big fashion brands such as Prada, Gucci, Balenciaga, Stella McCartney and Ivy Park, Beyoncé’s label, are also jostling to mix their logos and designs with those of Adidas. Since Jesse Owens and Stan Smith, there have been countless collaborations with sportsmen and women, such as skateboarder Dennis Busenitz, but also with artists and designers such as Philippe Starck.
Celebrating with Dubai-based stylists and creatives
To mark the reopening of the huge Adidas Originals store in the heart of Dubai Mall, with its futuristic new decor, the brand invited local designers to customize its designs at the end of July. Under the theme “Curated By”, the idea was to add to its aesthetic an even broader vision by integrating that of young people, and especially young women, from the Gulf countries. Posted on the Instagram account @adidasdxb, the announcement read, “‘Curated By’, a concept in collaboration with Dubai-based stylists and creatives to celebrate our new all-inclusive in-store mannequins, seen at the Originals Flagship Store @thedubaimall.”