It is well known that adidas has been a mainstay in the soccer community since the apparel company’s remarkable rise after participating in the championship in Germany during the 1954 World Cup. Since then, adidas has gained recognition around the world. and has helped shape some of the most iconic moments in sport and fashion.
From the cult following of Sambas to the brand’s immersion in luxury style with Gucci and Wales Bonner, adidas has fused cultural boundaries while maintaining a signature style and authentic vibe since its inception.
To honor adidas as a cultural leader, we partnered with adidas in Los Angeles to host adiClubhouse, a celebration of the brand’s football heritage. At the event, guests were treated to a deep dive into adidas’ long history with the “Hall of Originals” installation, a timeline of events linking the brand to the world’s most popular sport.
PDP Sound System’s Shlohmo was among the musical acts taking to the stage to help commemorate adidas’ journey throughout the two-day celebration. An avowed fan of the iconic brand, Shlohmo rocked the stage with A$AP Nast dressed in head-to-toe adidas apparel. Featuring new iterations of classic shoe silhouettes and vintage pieces from the brand’s archives, the duo offered a fresh take on the storied brand.
“I’ve been drawn to sneakers all my life and adidas is a central part of that story that led me to become obsessed,” says Shlohmo when asked about his personal connection to the brand. “They’ve had a huge impact on shaping the culture at large with all the classic silhouettes they’ve created.”
Initially designed for sportswear, adidas’ original silhouettes were made durable to withstand a full 90 minutes on the pitch. But as time went on, the shoes once used to evade opponents on the field were taken and repurposed in a more fashion-forward context.
“There were iconic figures that took adidas sporty silhouettes and turned them into something cultural and fashionable,” adds Shlohmo. “Just by wearing (the shoes) and the lifestyle that comes with them, they represent something bigger.”
Over the years, adidas has evolved into just another sneaker company. Slipping on a pair of classic adidas sneakers like the Sambas or the Gazelles acts as a marker of a specific life lived and a rallying cry for those cut from similar cloth. Well-known silhouettes now have a cultural history that represents demographics that have incorporated shoes into their identities.
Shlohmo recalls the punks and track bikers he would see growing up sporting all-black sambas as a kind of uniform for the “utility-conscious weirdos” in his area. This blend of style and function is a blend that few have done as well as adidas has done over his 73-year life.
With the recent revival of the Sambas in popular culture, the Los Angeles-based musician adds that he wants to see the infamous Kobe ll and the EQT BB boot as the next silhouettes to be revived from the adidas archive.
As the iconic brand continues to evolve, adidas builds on the history that has brought it to this point. Never shying away from paying homage to its sportswear roots, as showcased at the adiClubhouse event, adidas moves forward with respect for the past and ambition for the future.
For more classic looks, visit adidas.com
Source: news.google.com