A mini holdall in the shape of a duffel bag for 2,200 euros, a V-neck T-shirt for 520 euros and a pair of loafers for 890 euros – these are usual prices for luxury goods, but they are unusually high for sporting goods. They come about because two heavyweights have joined forces for these items, which give the joint hype collection additional desirability: Adidas and Gucci.
Adidas is quietly repositioning itself as the luxury sportswear giant. The brand has collaborated with both Gucci and Balenciaga this month – both collections have attracted significant media attention. Opposite to The Fashion Law Brian Grevy, adidas board member responsible for global brands, said last year that luxury designs “Adidas-inspired and worn for status” would help “invigorate the brand.”
This brand revitalization naturally arouses the interest of consumers and has a positive impact on the profits of the companies. It also changes the image of the sportswear company from Herzogenaurach into a luxury brand with all the status that entails.
The Wall Street Journal recently reported that Adidas’ recent high-end collaborations are part of its new branding strategy. The German sportswear company was heavily represented in the runway collections of Gucci and Balenciaga, including co-branded products in the areas of tailoring and premium accessories, categories not normally found in Adidas’ own retail.
The seal of luxury
While Adidas is no stranger to collaborating with high-end fashion houses – the Herzogenaurach-based company has already collaborated with Stella McCartney, Prada, Yeezy and Jil Sander – the cool factor of sportswear is also beneficial for luxury companies. The carefully timed releases of sneaker models are akin to the claim of luxury products, fueled by rarity and an ‘insider’ marketing approach.
American competitor Nike also has a long history of luxury collaborations: Louis Vuitton, Balmain and Comme des Garçons are just some of the brands that have teamed up with the American sportswear company and have achieved almost cult status with their limited-time ‘drops’ Earned sneakers.
According to analytics firm Heuritech, part of what makes the “collaboration between luxury and streetwear so seamless is the ability of both companies to create a secret garden for their customers. Luxury relies on its ethos to find appeal, while streetwear builds an almost cult-like relationship with its clientele through highly personalized collection and communication strategies.”
Back to Adidas and Gucci, the latest collaboration fuses streetwear with a range of sport-inspired pieces that showcase the heritage of both brands, either through co-branding or through the use of heritage motifs.
Now all that’s missing is a collaboration with Hermès.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ