This summer, adidas Originals revives adicolor – its most iconic apparel range ever and an instantly recognizable symbol of sports and street culture.
Dating back to the 70s, the franchise is back in 2018 and remastered for the present. Pairing the colours from the past with those of today, four meaningful adidas sport hues were carefully selected as the starting point for the overall inspiration for both men’s and women’s Spring/Summer 2018 collections. Through the use innovative fabrics and refined fits, adidas Originals re-imagines classic styles for today. The adicolor collection playfully celebrates colour for a new generation – never afraid to poke fun at itself.
The rebirth of an icon
The primary colours which are now referred to as Bluebird, Fairway Green, Scarlett Red and Sun Yellow were first seen in 1983, when all-white adicolor shoes were presented alongside a set of felt-tip pens, and reappeared in 2006 for Color Series, an adidas collaboration with some of the world’s best-known and most highly regarded creatives, creating unique pieces around a specific colour. Taking inspiration from the past collections, the collection plays with these iconic shades and creates tonal ensembles to render a palette that is relevant for today.
adicolor SS18 offers a curated archive selection with the most influential adidas silhouettes of past decades in a self-referential play. Style and taste move beyond fixed gender binaries – focusing on interesting product, not ignoring femininity but rather offering a more sophisticated acknowledgement of its many different faces.
For the global campaign, photographer Charlie Engman and director David Lane build irreverent monochromatic worlds of adicolor apparel, characters, descriptions, and objects. Together they have created a fun and humorous tone across the campaign that emphasizes a gender neutral and diversity-driven approach. Colour is celebrated in ways that are both familiar and surprising, aligning with the playful spirit of the collection.
The adicolor collection transcends cultures and eras to redefine itself in perpetually new contexts. Always taking colour seriously, and taking itself less seriously.
Cop the collection
The adicolor collection launches at selected sportscene stores and online at www.sportscene.co.za on Thursday, 18 January 2018. Head in-store to sportscene Menlyn Park Shopping Centre, Eastgate Shopping Centre, Gateway Theatre of Shopping VIP or Canal Walk Shopping Centre and stand a chance of winning R10k worth of the latest adicolor collection. Buy any new adicolor product. Wear, snap and share your purchase on Instagram using the hash tag #adicolor and tag @sportscene_sa. Ts & Cs apply.
Find out more at adidas.com/adicolor