adidas Originals by Craig Green, a great start

The Campaign

THE BRAND AND ENGLISH DESIGNER LAUNCH THEIR FIRST COLLABORATION

The news of a new collaboration is just a few hours away: adidas Originals by Craig Green. In fact, the German sportswear company has chosen the English designer, known for having founded his brand in 2012. But not only: Green is appreciated all over the world for the genius, functionality and freedom of expression that characterize the his job. And that’s why adidas chose it.

The launch of the collection is scheduled for January 31, 2020. However, the fashion world has already had a taste of what the mood of the capsule will be, during Green’s spring-summer 2020 fashion show on the occasion of London Men’s Fashion Week, in June 2019. On the catwalk, in fact, the sneaker that belongs to all effects of the collaboration has been on view. “A shoe is like a sculpture” says Craig Green. “With sneakers you can do many things, more than with clothes. It is exciting to think of everything that can be created within this project with adidas Originals.”

The Campaign

The first adidas Originals by Craig Green drop shines the spotlight on two new models: CG Kontuur I and CG Kontuur II. The two proposals reflect two historic adidas silhouettes, respectively Kamanda and Ozweego. One of the key prerequisites for Green was to reproduce the sole in the upper: for example, it is seen in the perforated front of CG Kontuur I, as if the Kamanda sole took possession of the entire sneaker, or in the deep stitching that recall the sole of Ozweego on CG Kontuur II.

THE CAMPAIGN

Creativity, however, does not emerge only in the product. In fact, the campaign is signed by Dan Tobin Smith, Green’s longtime collaborator. For the joint venture with adidas, the sneakers were deconstructed and transformed into anatomical sculptures, as if they were frogs.

CG Kontuur I will be available in black and navy, CG Kontuur II in black and gray. Both silhouettes will be finished with adidas Originals by Craig Green logos on the tongue and heel. During the season, further models will be launched within a new drop.

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