Adidas is a German sportswear brand. It is the second largest in the world in this sector.
For several years now, the demand for more eco-friendly products has been growing. Adidas must therefore also meet this demand.
“They’re colourful, they’re iconic and they are 100% vegan”.
Stella McCartney
In order to meet this demand, Adidas uses a lot of new methods and technologies. But one of these methods is, for example, the collaboration with the famous brand Stella McCartney for the Spring/Summer 2020 collection. The collection was launched on December 2, 2019 and is available on all Adidas sales platforms. The goal of this collaboration is to make the iconic Stan Smith sneakers totally vegan. The collaboration is inspired by the rainbow hues of the Stella McCartney Spring/Summer 2020 collection.
The designer announced the sneakers that “they’re colourful, they’re iconic and they are 100% vegan”. The brand’s three stripes are in their usual place on the Stan Smiths, but are star-shaped and have been dyed with multicoloured colours to make a reminder of the laces, which are also colourful. The colours remain light and seasonal in order to represent the SS20 collection.
This vegan collaboration is therefore advantageous for the brand Adidas because it associates with a major luxury brand such as Stella McCartney which is entirely environmentally friendly. Adidas improves its brand image but also reaches a new market with an ecologically oriented customer base. Adidas is therefore environmentally friendly too. (KHAN 2019)
References
KHAN, Z. (2019) Stella Mccartney Gives Adidas Stan Smiths Another Vegan Makeover [online] available from <https://www.graziame.com/style/fashion/stella-mccartney-gives-adidas-stan-smiths-another-vegan-makeover-ss20-style> [30 April 2020]
Trends investigation 