Swarovski and adidas join creative forces to add sparkle to iconic sneakers
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Swarovski and adidas Originals have taken a playful approach to reimagining three classic footwear models drawn from the adidas brand’s rich archive. This joint creative project will see the classic adidas models Rivalry Low, Stan Smith, and Superstar 50, take on a sparkling character, thanks to embellishment with the finest Swarovski crystals.
REIMAGINING CLASSIC FOOTWEAR WITH SWAROVSKI CRYSTALS
The adidas Originals Rivalry Low, an instantly recognizable court classic with a leather upper on a rubber outsole with the silhouette's orange, blue and off-white colorway, will see Swarovski crystals applied on printed fabric with the logo print added to the sneaker’s heel, tongue, and lace jewels. As a functional, high-quality basketball shoe offering excellent foot support and a whole range of comfort features, the Rivalry Low, in a classic ‘90s design, remains one of the most popular models in the Adidas range.
A similar Swarovski crystals application (printed fabric with a logo print) is to be used on the Stan Smith commercial model, a classic leather sneaker to be embellished on the shoe’s heel and tongue, plus crystallized lace jewels. The third adidas Original sneaker, the iconic Superstar Bold (limited edition), with its white and black colorway, will come with Swarovski crystals in the form of Transfers and Becharmed Beads on the heel, tongue, three-stripes, and lace jewels. These sparkling adidas Originals Drop Two models are set to launch globally on September 24th. The Adidas Superstar story, which began back in 1970, has seen these shoes evolve into both a fashion and cultural icon and a piece of art. In 2017, the shoe was also featured in the “Items – is Fashion Modern” exhibition at the Museum of Modern Art in New York.
ANNIVERSARY YEAR FOR BOTH BRANDS
Both Swarovski and adidas are, in 2020, celebrating anniversaries. For Swarovski it is the company’s 125th Anniversary, and for adidas it is the 50th anniversary of their iconic Superstar sneaker. And as the two companies mark these important milestones, this project also serves to add another illustration to the Swarovski story. It both captures the spirit of the times, and underlines the brand’s commitment to sustainability and creating a positive impact, deeply embedded in its culture since 1895.
FOR FURTHER INFORMATION PLEASE CONTACT
Elien Rens | Lifestyle PR Consultant | UPR Belgium
E: elien@upragency.com
T +32 3 230 30 92
ABOUT ADIDAS ORIGINALS
Inspired by the rich sporting heritage of adidas – one of the world’s leading sports brands and a global designer and developer of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.
SPARKING DELIGHT SINCE 1895
Swarovski creates a more sparkling world and delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, the company designs, manufactures and sells the world’s highest quality crystal, genuine gemstones, Swarovski Created Diamonds and zirconia, finished products such as jewelry and accessories, as well as interior design and lighting solutions. Now celebrating its 125th anniversary and run by the fifth generation of family members, the Swarovski Crystal Business has a global reach with approximately 3,000 stores in around 170 countries, more than 28,500 employees, and revenue of about 2.7 billion euros in 2019. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. In 2019, the Group generated revenue of about 3.5 billion euros and employed more than 33,980 people. In 2019, Swarovski UK Limited received a Royal Warrant as manufacturer and supplier of crystals to HRH Queen Elizabeth II. A responsible relationship with people and the planet has always been an integral part of Swarovski’s heritage, and is embedded today in the company’s well-established sustainability agenda. In addition, the global Swarovski Waterschool education program has reached 500,000 children on the world’s greatest rivers. The Swarovski Foundation was set up in 2013 to honor the philanthropic spirit of company founder Daniel Swarovski, and works to support culture and creativity, promote human empowerment and conserve natural resources to achieve positive social impact.