adidas consortium samba womens pack

March 05, 2017 0 Comments

This March, adidas Consortium releases a pack to celebrate a global women’s movement. This pack offers three Samba’s in rich color ways, designed specifically for women.

Until recently, the sneaker game remained a largely male preserve, but year on year we have witnessed gradual change with more sneaker stores and websites created specifically for women. Over time, tastes have changed too. No longer is there simply demand for white tennis shoes with pink or light blue accents. Sneakers are not ‘just’ accessories anymore, but have become a staple in many women’s wardrobes. This change is not specific to our industry, it reflects a wider movement in the overcoming of stereotypical gender norms.

The colors green, purple and off-white are a subtle reference to one of the earliest women’s organizations founded in the 1903. This British movement proved instrumental in helping women gain the right to vote, and paved the way for generations of feminists around the world to follow. These three rich colors were the initial building block for the pack. While the single-tone uppers are bold but elegant, the translucent gum soles are tough and work hard for the wearer.

Equally strong as the colors and build of the shoes is the campaign that accompanies this story. The female duo consist of London-based photographer Christina Nwabugo (@bynwabugo) and stylist Mercy Su (@mercysu_), they have created creatives that speak a distinct visual language by conveying a clean, modern, global aesthetic paired with a straight forward, self confident attitude.
Each of the associate parties fully encapsulates what we seek to convey with the Deep Hue Samba Pack. The contemporary expression of powerful, multi-cultural femininity.

A percentage of sales from this pack will go to Moving The Goalposts (MTG)

Moving the Goalposts (MTG) Kilifi is a community based organization that, since 2002, uses football to empower girls in the rural and urban areas of Kilifi and Kwale County. MTG’s goals is to have a more inclusive, just and peaceful world where girls’ and women’ human rights are realized and protected. It uses a rights based approach and focuses primarily on sexual and reproductive rights, health and choice.





Also in Proper Guide

adidas Consortium x Titolo NMD XR1 Trail
adidas Consortium x Titolo NMD XR1 Trail

March 22, 2017 0 Comments

adidas consortium and Swiss footwear powerhouse Titolo collaborate on a fresh, icy NMD. With stores in Zurich, Bern and Basel, Titolo has looked to the region's dramatic outdoors to create a sneaker inspired by alpine snow zones and hidden glacial phenomena.
adidas Originals by United Arrows & Sons
adidas Originals by United Arrows & Sons

March 20, 2017 0 Comments

Known across Japan for their relaxed sartorial take on classic fashion designs, United Arrows & Sons has brought this same perspective to a capsule of iconic 3-stripes designs, working closely with up & coming typographer MIKITYPE on a text graphic which reads“United Arrows& Sons” and “adidasOriginals” in Katakana.
adidas Consortium Sneaker Exchange - KITH X NAKED
adidas Consortium Sneaker Exchange - KITH X NAKED

March 09, 2017 0 Comments

Sneaker Exchange brings two retailers together and challenges them to overcome geographic and aesthetic differences. KITH and NAKED collaborated on a product that captures the essence of their enterprises. The result is the striking, ultra-contemporary NMD CS2 - a new, sock-like silhouette which abandons the conventional lacing system. It is an aesthetic that speaks to both genders, and defies peoples' expectations as to what male or female sneakers are supposed to be.