Throughout the spring ’16 men’s shows, fashion labels have been having their say about cool sneakers. Today, Adidas talked back.
The athletic label hosted a live presentation in Paris this evening to unveil four spring ’16 styles for its Tubular footwear series, which is inspired by 1980s running technology. The event, a moody, artistic showcase held in an underground venue, featured local performers showing off the kicks through dance and acrobatic moves. Also setting the mood was an intricate lightshow and music by Parisian DJ Michel Gaubert.
According to Adidas, the new Nova, Doom, X and Defiant styles from the Tubular collection are “engineered to fit with a contemporary lifestyle where innovative technology is as important as a unique design language.”
The styles feature the signature sole unit plucked from the classic Tubular 93 sneaker, but updated with a monochromatic color scheme and premium materials such as neoprene, leather and knitted uppers.
The look of the collection was crafted by Nic Galway, VP of global design at the brand and the man behind other previous fashion plays, such as Adidas’ collaborations with Stella McCartney, Yohji Yamamoto and Rick Owens (though he didn’t show the styles in his latest presentation).
All those projects have turned out to be highly successful for Adidas in terms of building important connections with the fashion world. And they’ve helped the brand evolve the look of its own core collections to address today’s more sophisticated consumers.