A small, compact travel bag in the shape of a duffle bag can be purchased for as low as 2,200 euros. A v-neck tee costs 520 Euros and a pair of loafers cost 890 Euros. These are the luxury goods that most high-end shoppers don’t even notice. These items are part of the Adidas collaboration with Gucci. They enhance everything, from their affordable street codes to their high-quality craftsmanship and high price.
Adidas quietly is repositioning itself to be the sportswear giant at the top echelons. This month, the brand collaborated with Gucci and Balenciaga. Both collaborations attracted wide media attention. According to The Fashion Law Brian Grevy (an Adidas executive board member who is responsible for global brands) stated last year that luxury designs were “inspired by Adidas and worn as status symbols” which helped create brand heat.
Brand heat is a powerful way to increase consumer interest and improve the bottom line. It elevates the idea of a sportswear brand to that of luxury brands, with all the associated cachet.
The Wall Street Journal reported that Adidas has recently announced high-end collaborations as part of its new brand strategy. The German sportswear brand featured prominently in Gucci and Balenciaga’s runway collections. This includes co-branded products in tailoring, premium accessories, and other categories that are not typically found in Adidas retail outlets.
Luxury has a certain cachet
Adidas has a history of collaborating with top-end designers such as Stella McCartney and Prada. However, luxury houses also benefit from the cool factor that sportswear brings. Sneaker releases are carefully timed to reflect the desire for luxury products. This is due to rarity and a marketing strategy that rewards those who know.
Nike has also had a long history of luxury collaborations, with Comme des Garcons, Balmain, and Louis Vuitton just a few of the brands that have teamed up with the American sportswear brand. This created a cult-like status for sneakers in limited editions, which is almost like a cult.
Heuritech’s insights reveal that luxury and streetwear collaborate so well because of their ability to create a secret space for consumers. Luxury relies on its appeal while streetwear builds a close relationship with its customers through highly personalized collections and communication strategies.
The latest collaboration between Adidas and Gucci combines streetwear with a range of sport-inspired pieces. Both brands’ heritage is clearly visible through cobranding or by using heritage motifs.
All we need now is a collaboration with Hermes.
