NEW YORK — In anticipation of the London 2012 Summer Olympic Games, Adidas Originals will collaborate with New York retailer Opening Ceremony for a capsule collection.
This story first appeared in the January 19, 2012 issue of WWD. Subscribe Today.
Opening Ceremony will reinterpret Adidas Originals silhouettes to create a premium capsule collection for multiple seasons. The first range will be for fall and will include elements of swim and cycling with a Nineties streetwear attitude.
Dirk Schönberger, global creative director for the Adidas Sport Division, said, “Adidas Originals has a long history of working with some of the best artists, brands and designers in their field. What attracted us to Opening Ceremony in the first place was their way of supporting upcoming talent as well as their design philosophy for their in-house collection. The idea of Opening Ceremony re-creating Adidas Originals products with their creative sensibility in mind was something that intrigued us. Once we delved deeper, we discovered Opening Ceremony’s close ties to the idea of the Olympics, and with London coming up this year, it was just the perfect fit.”
Opening Ceremony, which sells lines such as Proenza Schouler, Rachel Comey, Rodarte and Alexandre Herchcovitch, as well as its own in-house collection, has historically had a connection with the Olympic Games, in both its name and philosophy. The company was founded with the principles of merging sports, business and global participation. Collaborative design, particularly in the Olympic sports arena, has been a key aspect of Opening Ceremony’s retail philosophy for many years.
The Adidas Originals line will consist of approximately 100 pieces of footwear and apparel. Footwear will retail from $140 to $235, while the clothing will range from $100 to $630. Both women’s and men’s collections will be available at Opening Ceremony stores in New York, Los Angeles and Tokyo, select Adidas Original stores, as well as other fashion accounts, beginning in July.