The adidas Originals x Alexander Wang collaboration is the perfect expression of the Originals brand ethos, which says “Nothing Is Sacred”. The SS17 collection is ready set for release on Saturday, April 1st, 2017.
Indeed, this partnership happened to rigorously and intentionally subvert the rules of fashion collaboration.
Instead of protecting Originals’ heritage, the collection disrupts it by reinventing archive pieces.
Instead of preserving the brand’s most precious asset, its logo, the collection flips it upside down.
Instead of displaying the creative result of the partnership, the teasers reveal the legality behind the creative partnership.
Instead of premiering it in-store after a long anticipation period, we launched it via trucks with little-to-no announcement prior.
And instead of trying to fight resale, the number one enemy of the marketplace, we endorse it with a series of images that feature resellers.