Adidas X Gucci: When Sportswear Meets Luxury

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This is the collaboration that everyone is talking about: Adidas X Gucci. Let’s take a look at the most bankable capsule of the moment.

From the front rows of the Gucci show at the Milan Fashion Week, we witnessed a demonstration of one of the most astonishing capsules: the luxury brand Gucci partnering with the sportswear giant Adidas Originals. What should we take away from this partnership? We’ll share all the details about this event collaboration.

When Luxury Meets Sportswear

During its autumn-winter 2022-2023 runway show, titled “Exquisite Gucci,” the Italian label unveiled a series of fashion pieces co-designed with the iconic three-striped brand at the Fashion Week. Alessandro Michele, the artistic director of Gucci, once again challenged the norms by reinventing sportswear, similar to “The Hacker Project,” the collection co-signed by Gucci x Balenciaga.

For this alliance, each house was invited to adopt the heritage and creative codes of the other. At the foot of the podium, we see not just a reinterpretation of classic sportswear, but a true fusion of two styles: classic sportswear combined with the elegance of luxury. Moreover, for this event capsule, everything is in the details, like the logo that merges the iconic cloverleaf with the mention of Gucci. This signature can be found on mittens, suit jackets, and even stamped on the heels of a boot.

However, the standout piece that makes the most statement is undoubtedly the double-breasted striped tuxedo. Available in cream, green, blue, and even purple, it completely embodies the spirit of this collaboration: an exquisite blend of elegance with 80’s inspiration. 

To showcase the signature silhouette of these two houses, we will have to wait a little longer. The “Exquisite” collection will be released in the coming months in Gucci stores, and some pieces may be available on Adidas Confirmed, granting access to the brand’s premium collections.

Towards a Luxification of Sports Brands? 

In recent years, we have increasingly witnessed a fundamental trend: the luxification of sports brands. From this fusion, new kinds of collaborations are emerging. Major sports equipment manufacturers are teaming up with luxury brands, such as Dior X Air Jordan 1 in 2020.

These worlds, which seemingly oppose each other, surprisingly provide material for stylists and artistic directors. Designers play with this antagonism to create an ever more unique aesthetic blend. 

And the image reflected by this type of collaboration, limited editions, or innovations in the sportswear field enhances “the desirability among the younger generation.” And that’s a good thing because, according to the consulting firm McKinsey, the sportswear sector saw its sales decline by 7.7% in 2020, while global clothing sales plummeted by 19%. A successful strategy that could give new momentum to the labels.