Adidas is launching a new line featuring premium, elevated versions of its products with an emphasis on craftsmanship under its lifestyle label Adidas Originals.
The German sporting giant described the A-Type line as an “ever-evolving, collection centred on reimagining icons from the Three Stripes’ unrivalled archive through the most premium of fabrics, assembled by outstanding ateliers”.
“A-Type is Adidas Originals at its most sophisticated and refined,” said the business.
The elevated collection will draw on Adidas’ heritage by “recontextualising signature looks for the present moment,” as the brand looks to move beyond nostalgia for its retro styles by offering a contemporary homage to its brand legacy, while targeting luxury consumers.
It will offer premium versions of its popular Superstar sneaker, its Firebird tracksuit and Airliner bag, which have all been crafted using premium supple leathers in partnership with leading European ateliers.
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Reimagined as “wardrobe staples for a highly selective and discerning audience”, the pieces are offered in a monochromatic colour palette alongside silver Trefoil jewellery.
More products will be added to the A-Type collection, however, the retailer said the focus is on these three products for the launch.
Adidas has previously offered elevated products through designer collaborations, with the likes of Gucci, Prada, Humanrace, Bape, Wales Bonner, Sporty & Rich, Farm Rio, Moncler, Craig Green, and Stella McCartney.
The new line will look to help drive its global popularity, building on the double digit sales growth it saw last year.
Adidas CEO Bjørn Gulden attributed the strong performance to growing consumer and retailer interest across the brand’s lifestyle and performance categories, as well as consistent growth across regions and divisions.
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