Balenciaga unveiled the fruit of its collaboration with adidas. — Photo courtesy of adidas x Balenciaga via ETX Studio
Monday, May 23, 2022 11:03 p.m. GMT
NEW YORK, May 23 — The rivalry between sportswear giants Nike and adidas isn’t new, but it seems to be taking a new turn thanks to some of the world’s biggest fashion houses. In recent months, the two sports manufacturers have multiplied collaborations of all kinds with the luxury sector, with brands ranging from Louis Vuitton to Gucci via Jacquemus and Balenciaga. All names at the forefront of fashion, but also particularly popular with young people, which suggests that in addition to a battle of style, it is a battle for the next viral hit that is launched! Not a week goes by without a major luxury brand unveiling a new collection with a sports equipment supplier. And while Reebok, Puma and Kappa are among the brands exploring this lucrative area, it’s Nike and adidas that really set the stakes in the game. Such is the phenomenon that the two sportswear giants seem to be playing a particularly fierce, fighting back ever stronger with collaborations all more original, even unique, than each other, taking luxury fashion to new heights of popularity along the way.
A winning move from adidas
Though it might have seemed like the ongoing battle between these eternal rivals would play out in the metaverse, with the two launching their own parallel universes within days of each other. However, it is in the luxury fashion industry – a sector that is far from their DNA – that they now compete. And it’s a match that promises to be very exciting if we are to believe the collaborations presented in recent weeks… But now, adidas could have gotten ahead by announcing yesterday May 22 a partnership with the most popular of the world. fashion house, Balenciaga.
During the New York presentation of the brand’s spring 2023 collection, with models in latex suits covering their faces, artistic director Demna Gvasalia unveiled what could become THE collaboration of the year, between Balenciaga and adidas. It included a reinterpretation of the iconic Triple S, stamped for the occasion with the three emblematic adidas stripes, but also T-shirts, track pants and jackets, tank tops, a strapless dress or even baggy pants in jeans, also embellished with the signature three stripes. grooves.
And, striking even harder for maximum impact, the two brands are immediately putting the collection on sale, and for a very limited time since it will only be available until May 29th. Sale guaranteed! However, hopefuls will have to get their hands on the wallet – and dig deep enough – to bag one of these coveted coins. A t-shirt sells for €595 (RM2,782), sweatpants for €1,200 and €4,200 buys you a leather hooded jacket, a real collector’s item.
With this collaboration, the three-stripe brand is securing a serious lead over its adversary, especially since it will be followed by the launch of another highly anticipated collection: fruit of its partnership with Gucci, another particularly appreciated by the younger generation. And if the collection has been the subject of some criticism in China, there is no doubt that it too will be snapped up quickly when it lands on June 7.
Nike strikes back
But the Swoosh brand has not said its last word, far from it. After lifting the veil on successful collaborations with Louis Vuitton and Sacai, Nike made a splash by announcing a collection with one of the most prominent houses on social networks: Jacquemus. While the fruit of this partnership has yet to be revealed in full, it is known to focus on vintage pieces and outdoor activities from the American giant, with a bucket hat, cycling shorts and a striking new version of the Humara shoe. This is all set to land after successive adidas launches on June 28th.
The links between the worlds of designer fashion and sportswear have been forged for a very long time, but this rediscovered and more than fruitful friendship now seems to be at its peak, bringing together audiences that were far apart until then, and at the same time giving place at the center of luxury fashion. in the street while putting sportswear on the most prestigious catwalks. — Studio ETX