Italian vogue home Prada and German sportswear large Adidas are becoming a member of forces to provide a restricted version coach and crusing shoe.
It is the primary time two of essentially the most well-known names in retailing have mixed in what they are saying is a long-term partnership.
However what to name the enterprise? Pradidas and Adada are among the many favourites within the Twittersphere.
Prada’s advertising and marketing division might most likely do higher, although, as they’ve already demonstrated peerless descriptive powers within the press launch.
“The goal of this partnership is to research the realms of heritage, expertise and innovation – and to problem typical knowledge by way of surprising methods.”
The footwear might be “primarily based on an genuine fusion of vogue and sport” that mixes their “sporting heritage and visionary strategy”.
And anybody who thinks they will simply produce trainers that might be as smelly as the remaining after being worn a number of instances ought to assume once more.
These will not be any previous trainers, as Prada is bringing an “iconicity” that “resides within the interaction between type and performance, luxurious and utility, and the flexibility to juxtapose totally different ideologies”.
Snide jibes apart, Prada doesn’t get entangled in lots of collaborations, so a tie-up with Adidas was seen as a shock among the many fashionistas and a coup for the German firm. As GQ journal factors out, the businesses “sit in numerous fields”.
Adidas has tipped its toe into the high-end vogue world earlier than with collaborations with Stella McCartney, Rick Owens, and Kanye West’s Yeezy line.
The gathering launches subsequent month with two types of coach, and subsequent yr will see the discharge of crusing footwear beneath the Luna Rossa label. The limited-edition footwear will all be made at Prada’s manufacturing unit in Italy.
And there is no doubt that trainers should not simply vogue statements lately, but additionally collectors’ objects. In July, a collection of rare trainers put up for auction in New York by Sothebys offered for extra $1m.