If you’re like me, you’ve lost confidence in various brand collaborations, then the new adidas x Gucci series, have you seen it?
Believe me, after reading it, you will rekindle your love and expectation for brand co-branding.
Although, it also released an unwaterproof umbrella that put 10,000 pieces.
Textbook level co-branding
Back in February this year, Gucci showcased its collaboration with adidas on the Fall/Winter 2022 runway.
The two sides hit it off, and immediately detonated the entire fashion circle and social circle.
Subsequently, the two parties officially announced the joint cooperation and said that a new joint series adidas x Gucci will be launched soon.
On May 10, the 60 complete looks of the new joint series were finally released.
The entire collection was shot and released by Carlijn Jacobs in the form of a styling catalogue, which is a nostalgia to retro nostalgia without the usual practice of spearheading the brand’s new product launch videos.
This time, it is not only the visual shock, but also the close integration of culture, concept, spirit and connotation.
It is not an exaggeration to say that it is a textbook for the topic of “brand co-branding”.
A new co-branded print is born!
An Italian fashion mogul with the iconic red-and-green striped webbing and the GG logo.
A German sports giant with the iconic clover and three bars.
They pioneered a whole new set of clover stripe prints.
This is also the first time that co-branded prints have appeared in brand co-branding.
Most of the joint series are just perfunctory collages their own logos and each other’s logos like patches, which can also feel the sympathy of adidas and Gucci.
Gucci creative director Alessandro Michele carefully blended the logos of the two brands.
The adidas lotus-shaped clover logo, first launched by the brand in 1972, has been processed by Alessandro to become colorful and closer to the gorgeous retro fan of the Gucci brand.
Savor interesting pieces
The adidas x GUCCI collection covers all areas, except clothing, shoes, accessories, bags, sports equipment and even household goods.
The most discussed joint collection of Gazelle sneakers
Coincidentally, both brands have a pair of classic shoes named after animals, one is Gucci’s horsebit loafers and the other is the adidas Gazelle antelope sneakers.
The joint collection of Gazelle sneakers is currently the No. 1 seed beauty of the 2022 explosive shoes.
Contrary to the daddy shoes that had dominated fashion in previous years, this pair is comfortable and lightweight, making it a pair of shoes that are truly suitable for walking.
Alessandro Michele himself is an old fan of adidas Gazelle sneakers.
While retaining the adidas Gazelle shoe shape, it’s crafted from Gucci’s classic logo canvas, with webbing and GG motifs cleverly complemented by white stripes and the clover logo, blending the history of both brands.
Hot search pre-order 70s nostalgic sports suits
A star of adidas, the Tracksuit Sportswear has been the brand’s face since it was created in the 60s.
Bruce Lee wore a red tracksuit suit and later a yellow modified version.
In the movie “Kill Bill”, Uma also wore a yellow suit to pay tribute to Bruce Lee.
Continuing to the uniform suits of Squid Game, which took the world by storm last year, the Tracksuit Sportssuit has been evolving with fashion changes.
The extreme comfort of the tracksuit and brainless matching make it a must-recommend product for major brands.
Balenciaga and Off-White are of course the trendy brands, and even the old gentleman’s brand like Burberry has also released Tracksuit sportswear, which is enough to prove how much demand the market is.
Since it is the pride of adidas, this joint series must have a Tracksuit sports suit.
Alessandro Michele takes his vintage taste to the extreme in sportswear.
Swap out the material of the suit for a more textured blend-knit fabric, remove the street feel of the original sports fabric, and tighten the cuffs and cuffs, and the feeling of bodybuilding in the 70s comes.
The joint collection of sports sets is available in classic Adi Blue, Gucci Green and Gucci Red; There are traditional combination of blazer and pants, as well as options with shorts.
The designer also created vintage wide-leg pants to give trendy people more styling possibilities.
Love the big logo to buy a joint sports bag
Continuing adidas’ aesthetic and design philosophy for sports bags, the designer has retained the simple three-dimensional shape and created several practical handbags and shoulder bags in leather tones of red, yellow and black.
Each bag retains the co-branded logo, which is the most “flamboyant” item in the entire collection.
At the same time, there are several sports bags modified with Gucci’s classic bag, including the mini bag based on the popular 1955, and the Ophidia series co-brand.
An umbrella that you don’t know whether to buy or not
Among the joint models, there is a highly discussed item – a non-waterproof umbrella priced at 11,000 yuan.
The handle is shaped to a bespoke G-shape, a hallmark of the Gucci brand.
The umbrella surface is the joint cooperation print of this time, and it is rich at a glance.
At a glance, it is an unusual umbrella.
The person in charge of GUCCI said that this umbrella has the logos of two major brands, so it has collectible value and is also very suitable for creating fashion shapes, which can stand out in urban or vacation looks, but it is not recommended to use as a daily umbrella.
This means that you spent 11,000 yuan on an “art collection umbrella” that cannot shield you from rain or light.
If you want to use it, add money!
For an extra 3290 yuan, you can buy an umbrella that can be waterproof.
In addition to shielding from rain and light, this 3290 yuan can also make the umbrella stand up, is it worth it?
Respect and understanding lead to good joint names
A good brand co-branding should be mutually respectful and understanding.
An avid collector of adidas Gazelle sneakers, Alessandro Michele loves and knows adidas.
Gazelle sneakers were also the first item in the joint collection to be announced to the public, and were shown by Alessandro Michele as early as last September.
The overall positioning of this joint series is a retro sports style of the 70s.
The retro sports charm of adidas resonates with the retro feelings of Alessandro Michele, who extends his retro feelings to his sportswear collections, incorporating the four popular elements of the two brands into the nostalgic look.
1. The striped design of the Gucci brand occupies the C position throughout the collection.
2. Make extensive use of the three bars of adidas to pay homage to the brand’s history.
3. Gucci’s iconic GG monogram cleverly appears in various detail locations.
4.adidas’ iconic clover logo is also aptly embellished on the piece.
The joint series brings the beauty of retro sportswear to the modern fashion circle, while proposing more new concepts of sportswear design.
This collaboration is a subversion of tradition and rewrites everyone’s understanding of “sports style”.
Sports aren’t just sweat-wicking T-shirts and sneakers, sports can also be floral shirts and wide-leg pants.
Instead of boring polo shirts or heavy sports dad shoes, designers can reimagine classics like scarves and suede loafers in a more casual way.
The styling inspiration for the entire collection also comes from the classic color scheme of the two brands.
The styling photos clearly express the ubiquitous vintage fashion spirit of the joint collection, and express the designer’s own whimsy through grotesque expressions and body movements.
The whole collection is a feast of vintage fashion.
Lost Galeries Lafayette, who brought crop tops, rackets and skateboards to luxury runways in the 90s, but we still have Alessandro Michele in this era.
This time, adidas and Gucci have joined forces to set a very high standard for the topic of “brand co-branding”.
Who will challenge adidas and Gucci next? At least LVHM should not “sit idly by”.
Hopefully, the fashion scene will return to the blooming of the 90s.