It’s the color of money, and Adidas and Jeremy Scott are banking on it smelling of success. The athletic-wear monolith has teamed up with the irreverent designer to collaborate on a sneaker as part of its ongoing “!- Signed” (pronounced I signed) project. The custom, limited-edition series launched in 2001 with a model by Bless; the Stella McCartney model sold out quickly this summer.
“Jeremy is number-six and the first American designer we’ve worked with,” said Abby Guyer, trend marketing manager for Adidas, on Tuesday. “We purposely tracked him down for that reason. He’s very American, but has the cache in Europe and Japan. His designs and fans cross a lot of scenes across youth culture, high and low culture and music. It’s not unlike the customers Adidas reaches.”
Scott will step out in his own pair for the first time following his runway show in Los Angeles Saturday night, and an installation involving an oversize bust of Scott’s head and a pile of the sneakers will be the focus of the after-party.
The high-top shoe is covered in his signature dollar bill silk jacquard.
“They were familiar with my personal style,” said Scott Tuesday, noting he practically lives in his many basketball-style sneaker.
As with the other designer models, only 100 Scott pairs total (at $375 each) will be manufactured, according to Adidas sources, with only 50 designated for the U.S. KBond in Los Angeles, Alife Rivington Club and Union in New York, Collette in Paris and Foot Patrol in London are among the retailers who will stock the style.
This story first appeared in the October 30, 2002 issue of WWD. Subscribe Today.