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adidas Originals by Alexander Wang SS17

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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.

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Indeed, this partnership happened to rigorously and intentionally subvert the rules of fashion collaboration.

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Instead of protecting Originals’ heritage, the collection disrupts it by reinventing archive pieces.

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Instead of preserving the brand’s most precious asset, its logo, the collection flips it upside down.

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Instead of displaying the creative result of the partnership, the teasers reveal the legality behind the creative partnership.

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Instead of premiering it in-store after a long anticipation period, we launched it via trucks with little-to-no announcement prior.

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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.

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