Adidas is moving on from the “Ye” controversy with a new retro partnership. In their upcoming collab with LA-based Sporty & Rich, Adidas is appealing to young consumers with a gender neutral sporty yet “old money” style collection. Coming out later this month, the collection will feature classic Adidas staple pieces with a relaxed feel. Sporty & Rich is all about wellness and self-care being integrated into fashion, so the athletic clothes like ribbed sports bras, striped t-shirts, and lifestyle sneakers will be given a “nonchalantly luxe makeover” in “tonal hues of cream, burgundy and kelly green” complete with “rich” touches like collegiate style lettering and shoelaces adorned with charms. YPulse research shows that Adidas is among the top three brands Gen Z is loyal to, and like this new collab, young consumers are redefining luxury. (Footwear News)
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