2022 has truly seen a surge in collaborations! I’ve talked about the phenomenon here!! As it shows, this summer is going to be the sportiest one yet! It seems like all the major sports brands are dropping at least one luxury fashion collaboration this season. If you’re a die-hard Nike fan, you’ll probably be tuning into Jacquemus x Nike. Or is the three-striped Adidas more your team? Gucci AND Balenciaga have dropped their collaboration. Even Puma is working with Ami Paris for their latest drop. There’s a lot to talk about, though I’ll be focusing on Balenciaga x Adidas. Double-tie your sneakers and let’s just get into it!
Sports, Logos and Irony
‘Impossible is nothing’ according to the Adidas slogan. And, they’re right about that! Who knew that this year we’d witness TWO Adidas collaborations with a luxury brand. In case you’re wondering if this might cause problems with competitions, note that both Gucci and Balenciaga are owned by Kering. In other words, they’re part of the same company, so there’s no big issues on that front.
So what do we think? Of course being Balenciaga, there will always be a hint of irony. The iconic triple-S sneakers redesigned with the sport authenticity of Adidas is definitely a must-have, but what about the others? Some people pointed out that the collaboration Ready-to-Wear such as the hoodies and sporty dresses aren’t much different than the original Adidas designs. So why the stark difference in price? It’s the power of the Balenciaga logo, exclusivity and luxury. Demna is making a playful note about the money and spending fetish in our society, which is emphasised by the drop being showcased in the Wall Street’s New York Stock Exchange.