New York - Adidas has a proud history of collaborating with top luxury designers like Raf Simons and Jeremy Scott. Now, they have a new name to add to their list: Alexander Wang.
At Wang's runway show, as part of surprise finale, he sent an army of 70 models down the runway to show off his new collaboration with Adidas Originals. For the designer who has long described himself as a sneaker head, this collaboration was a dream come true.
While Adidas' styles are often functional and in many cases minimalistic, with just a solid color and the signature Adidas logo. Wang is a master of upscale minimalism, so he knew how to take Adidas' minimalist and functional styles and give them a whole new look. For example, he rotated the famous trefoil log and flipped it upside down. He also deconstructed the entire so, which, of course, was very modern of him.
Alexander Wang stages runway show at Pier 94
The collection doesn't just stop at the shoes either. It's an entire unisex collection of tops and bottoms as well.
In the world of designers trying to get millennial customers, this is a smart strategy for Wang.
Millennials are huge fans of sportswear, and although price points are not available for the collection yet, it is sure to be more accessibly priced than his eponymous label's offerings. Introducing his designs to customers this way, particularly younger customers, will get them interested in the brand and have them aspire to own the higher end offerings. Later on down the road when they are more financially established, he will be one of the higher end brands on their radar.
This is an approach that the higher end market has been looking at in attempting to court younger consumers. Currently, it is much too early to tell if it will have any long term effects, but in the short term, Wang's collection could stand to be a sellout.
Ever since the designer left Balenciaga, he has been working hard to make his own label into a global fashion power player. Collaborating with a brand that has a global reach like Adidas helps further his name on the map, and gives him the attention of the global fashion industry.
Wang's spotlight is growing, and he knows how to command center stage.
photo via Catwalkpictures