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The adidas x Prada collab is now official

The most unexpected collabo of the year announced through an Instagram post

The adidas x Prada collab is now official The most unexpected collabo of the year announced through an Instagram post

Last September when Prada presented two sneakers characterized by a knit upper featuring a contrasting print logo down the forefoot, many people saw a not-so-subtle resemblance to one of the most well-known adidas Originals silhouettes, the Hu NMD. The Prada sneakers were available for a limited period of time in a Tokyo pop-up, and quite soon also the sneakerheads forgot about it.
Prada and adidas seem ready to carry out a project together and to announce it was the Italian brand itself, through an Instagram post published in the early hours of Thursday, November 7th. The photo is rather enigmatic but suggests that the collaboration will involve a sneaker model. Portrayed in the photo is, in fact, a Prada shopping bag with two adidas boxes inside, one black with the Three Stripes logo and one blue with the adidas Originals Trefoil line. 

If those were just rumours, in the last few hours the collaboration between Prada and adidas has become official. The creative partnership of the brands generated from a shared passion for sports. The two companies have started their adventure together by going through their respective monumental archives. The first achievement of this union is the presentation of two Prada for adidas silhouettes that draw inspiration from the rich heritage and the iconographic legacy of both brands, paying homage to timeless classics. Designed for the sport, rethought for the street style and now turned into luxury items, classics of both labels will make their official debut in December 2019

The Italian fashion house founded in Milan in 1913, has progressively established at the highest level not only of the luxury market but also of the streetwear industry, thanks to the exquisite quality and refined design of its pieces, enabling them to meet the taste of a heterogeneous audience. Prada has never hidden its intention to expand along this branch, above all through the relaunch of its Prada Linea Rossa collection, a favourite among sneakerheads and street style stars worldwide. At its peak, this collaboration will translate moreover into the manufacture of technical sailing shoes for Linea Rossa, which will be unveiled next year. 

At first glance Miuccia Prada's giant and the German sportswear brand could not seem at more distant ends, both for their taste and for their fanbase - even though their differences have progressively got thinner - but a real point of contact might exist, and that would be sustainability. Over the last few years, both brands have in fact focused more on this topic, by taking concrete actions and changes in their productions. Since last year adidas has been collaborating with the environmental organization Parley for the Oceans, with which it has designed three sustainable sneakers made with upcycled plastic bottles: UltraBoost Parley, UltraBoost X Parley, and UltraBoost Uncaged Parley. In just 12 months more than a million pairs of these sneakers were sold, a quite striking result. 
On its part Prada has been focusing on environmental issues for quite some time, and after having announced a fur-ban last May, it has decided to pay attention to its benchmark fabric, nylon: along with the commitment to use only regenerated nylon from 2021, the Italian brand has presented Re-Nylon, a capsule collection made of six eco-friendly accessories both for men and women. The conversation between the two labels could, therefore, start from here, as they try to find a common language and aesthetic always oriented towards sustainability. 

Besides potential similarities and shared thematics, what is certain is the relevance both brands have among consumers. In the list of the most searched menswear items in the second quarter of 2019 made by Lyst, featured respectively in second and third position were an adidas sneaker and a Prada shirt, which was also in the fourth position with its iconic bucket hat. At least for male consumers, these are two of the most sought-after labels. Moreover, both Prada and adidas have been featured in the list of the hottest brands in the same period of 2019: consumers look for and want to buy items by these labels, and in terms of image and perception a collaboration between these brands could be massive. 

Many reacted with reservations to the announcement of a collaboration between Palace and Ralph Lauren, considered too different in languages and aesthetic, only to later turn into one of the most successful collaborations of 2018. We don't know yet what Prada and adidas are specifically working on, many suggest it might be a sneaker, but without a doubt, just the juxtaposition of these names generates unprecedented anticipation and expectation. 

While waiting for the official images of the adidas x Prada sneaker, thanks to the Sneakers Generator app you can let your imagination run free while combining uppers, soles, details, and colourways of the best-known silhouettes of both brands. The Sneakers Generator app is available on the App Store. 

Keep following nss magazine for all the updates on this unexpected collaboration.