Prada and adidas Originals have re-visited a classic – the Superstar sneaker – and re-engineered it for the “now”, as the first manifestation of the partnership between the luxury-goods house and sportswear goliath. The iconic Superstar style, which was first created in 1969, will be offered in a trio of new colorways: monochrome black, white with black, and chrome silver with white.
This first step of the new and ongoing collaboration between Prada and adidas emphasizes qualities shared by each: innate respect for heritage, and a passion for sport. The fusion of these two distinct brands is strengthened by the craftsmanship at the heart of the Prada Superstar sneaker – executed by Prada’s footwear specialists, fusing the lexicon of luxury with the language of high-performance sportswear in a style of shoe that has proven it can withstand the test of time. The streamlined silhouette of the adidas Originals Superstar sneaker – a unisex design that celebrated its 50th-anniversary last year – has been translated into full-grain leather. Its origins “Made in Italy” are heat-stamped into the side, along with dual logos of Prada and adidas Originals, which appear together on the tongue of every pair. The fundamental character of the Superstar has not been changed; according to the brands it is timeless and so it has not been re-designed, but rather reconsidered for a new generation of consumers.
The importance of handiwork and craft is underscored in the ad campaign, a reimagining of the actual process of creation of the Prada Superstar. Toying with scale through a miniature recreation of Prada’s manufacturing spaces in Le Marche region, the viewer can observe the final touches being made to each new colorway. The Superstar here is shown in super-scale, and the interplay of proportions magnifies the recognizable features of the Superstar: the triple-stripe, trefoil, and rubber shell toe, plus the addition of dual Prada and adidas Originals logos.
The new Prada Superstar will launch on September 8, 2020, via Prada boutiques and adidas flagship stores worldwide, alongside selected wholesalers. The range is also available via prada.com and adidas.com.
The partnership of Prada and adidas will continue to develop; the next facet of this collaboration is linked to the America’s Cup. The America’s Cup is one of the oldest trophies in sport, and the most prestigious of international sailing races – an arena in which Prada has participated in since the establishment of the Luna Rossa sailing team in 1997. Now in partnership with adidas, the two brands will continue celebrating the legacy of sporting excellence with each new venture.
