(L) The NikeXJacquemus collection and (R) Balenciaga’s collaboration with adidas. Image: Courtesy Jacquemus and House of Balenciaga
The rivalry between sportswear giants Nike and adidas is nothing new, but it seems to be taking a new turn thanks to some of the world’s biggest fashion houses. In recent months, the two sports manufacturers have redoubled collaborations of all kinds with the luxury sector, with brands from Louis Vuitton to Gucci through Jacquemus and Balenciaga. All names at the forefront of fashion, but also especially popular with young people, which suggests that, rather than fighting for style, it is a battle for the next viral hit that is now being released! Hardly a week goes by without a major luxury brand presenting a new collection with a sports equipment manufacturer. And while Reebok, Puma and Kappa are among the brands exploring this lucrative field, it’s Nike and adidas that are really making a difference. Such is the phenomenon that the two sportswear giants seem to be playing a particularly fierce game of ping-pong, fighting back harder and harder with collaborations that are each more original, if not unique, than the last, carrying the fashion of luxury to new heights of popularity on the go.
A winning shot from adidas
While it may have seemed like the ongoing battle between these eternal rivals would play out in the metaverse, the two launched their own parallel universes within a few days of each other. However, it is in the luxury fashion industry, a sector far from their DNA, that they now come face to face. And it’s a match that promises to be very exciting if you take into account the collaborations presented in recent weeks… But now, adidas could have gotten ahead of the game, announcing on Sunday May 22 a partnership with the most popular in the world. fashion house, Balenciaga.
Presenting the brand’s spring 2023 collection in New York, with models wearing latex suits that covered their faces, creative director Demna Gvasalia revealed what could become THE collaboration of the year, between Balenciaga and adidas. It included a reinterpretation of the iconic Triple S, emblazoned for the occasion with adidas’ iconic three stripes, but also t-shirts, pants and track jackets, tank tops, a strapless dress and even wide-leg denim pants, also adorned with the emblematic three stripes. stripes.
And, hitting it even harder for maximum impact, the two brands are releasing the collection immediately, and for a very limited time only, as it will be available only until May 29. Guaranteed sold out! However, hopefuls will have to put their hand in their wallet, and dig pretty deep, to pocket one of these coveted pieces. A t-shirt costs €595, a pair of sweatpants €1,200 and €4,200 allows you to buy a hooded leather jacket, a true collector’s item.
With this collaboration, the brand with the three stripes has secured a significant advantage over its opponent, especially as it will be followed by the launch of another long-awaited collection: the fruit of its partnership with Gucci, another fashion brand that is particularly popular with the younger generation. young man. And if the collection has been the subject of some criticism in China, there is no doubt that it will also sell out quickly when it arrives on June 7.
Nike strikes back
But the Swoosh brand hasn’t said its last word, far from it. After lifting the veil on successful collaborations with Louis Vuitton and Sacai, Nike achieved success by announcing a collection with one of the most prominent houses on social media: Jacquemus. If the fruit of this partnership has yet to be fully revealed, it is known to focus on the American giant’s vintage and outdoor pieces, complete with a bucket hat, biker shorts and a flashy new take on the Humara shoe. All this will land after the successive launches of adidas, on June 28.
Links between the worlds of designer fashion and sportswear have been forging for a long time, but this new and more than fruitful friendship seems to be at its peak today, bringing together audiences that were previously worlds apart and, at the same time, , giving luxury fashion center stage. on the street while displaying sportswear on the most prestigious of catwalks.
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Source: www.forbesindia.com