It’s the first time two of the most famous retail names are combining in what they say is a long-term partnership. And it’s arriving sooner than you think – the first delivery of the brand crossover will be available next month.
The venture between the Italian house and German sportswear giant – some have called it ‘Pradidas’ or ‘Adada’ on Twittersphere – will most probably produce a limited edition trainer and sailing shoe. The first teaser appeared on social media with an image of two adidas shoeboxes tucked into Prada’s embossed shopping bag. We can safely guess that one pair will be more lifestyle-focused while the other is performance-based.
It's worth noting that Prada has never been involved in many collaborations so the tie-up with adidas was seen as a surprise among fashionistas. The latter, on the other hand, is rising through the fashion ranks, making a mark in the world of retail with Kanye West’s Yeezy as well as via former Celine designer Phoebe Philo’s adoration for the Stan Smith, which kickstarted a street-style craze.
"The aim of this partnership is to investigate the realms of heritage, technology and innovation – and to challenge conventional wisdom through unexpected strategies,” Prada mentioned in a press statement.
Prada is bringing a certain ‘iconicity’ to the shoes, while drawing on the rich patrimony and iconography of both labels. The shoes will be manufactured by Prada in its Italian factory.
Stay tuned for more updates.