Prada and Adidas to capitalize on the blurring of sportswear and luxury

Prada and Adidas have new cooperation built on a “fusion of fashion and performance,” the two companies revealed on Nov. 9. Their aim is to blend Prada’s prowess in leather goods and luxury with Adidas’s expertise in sports. The first products of the collaboration will be “two limited-edition Prada for Adidas styles” – presumably sneakers, as has been rumored among sneaker sites for several weeks – releasing in December.

The deal puts the two brands in a position to capitalize on the blurring lines between the high-end world and other realms of fashion, notably activewear and streetwear. For Prada, it’s an opportunity to expand the casual, sporty “lifestyle” offering it’s been working on to attract new customers. Adidas, which has a history of collaborating with designers, gets to bolster its image as a creative, fashion-forward brand.

Items such as sneakers and sportswear have lately helped Prada, a company built mostly on high-end leather goods. The company had struggled for a few years, during which it seemed to ignore luxury’s turn toward sneakers and casual clothes while its big rivals were cashing in. In theory it should have been perfectly positioned for the shift, as it was among the first luxury brands to introduce a sneaker back in 1996. The following year, it debuted Linea Rossa, a line of technical sportswear. But it eventually pulled Linea Rossa from stores in 2010 and kept its focus on products such as handbags to drive sales.

More recently, it has increased focus on what it calls its “lifestyle” offering, such as the Cloudbust sneaker it released in 2017. Last year, it began to show signs of a turnaround, and announced the relaunch of Linea Rossa, partnering with streetwear-centric site Highsnobiety to help sell the line. On a call with investors in March, the company said its lifestyle collection was outperforming other segments.

Adidas, meanwhile, has used collaborations with some of fashion’s top designers, including Raf Simons, Rick Owens, and Stella McCartney, to help it cultivate its air of cool over the past several years. These products release in limited quantities, but they let Adidas reach beyond a sports audience and help it determine where there’s demand for larger releases. The 1990s-era Ozweego silhouette it successfully reintroduced as a general release recently was one of the shoes Simons pulled from Adidas’s archive to rework for his line with the company, for instance.

The press release for the new Adidas-Prada tie up indicates more classic styles from each will feature in the collaboration. The partnership will also focus on Prada’s Luna Rossa sailing team, established in 1997.

Top luxury fashion brands of the world (part 2)

6. Gucci

Gucci is a fashion brand from Florence, Italia. It was founded in 1921. Today, it has become a famous high-end fashion brand worth up to $8 billion with revenue having continued to rise in the 21st century. The legacy of Gucci has made it become one of the world’s most sophisticated luxury brands of all time. Gucci has recently collaborated with Christie’s auction house. Now it has a firm position on this vintage area and moves forward into a new decade.

7. Dolce & Gabbana

Dolce & Gabbana, founded by Domenico Dolce & Stefano Gabbana in 1985, is a luxury fashion house from Italia. It has two central product lines with some key distinct differences. This brand concentrates on classic trends and luxury items. D&G is a more casual line which appeals to the younger costumers. Both lines are popular and well-known, that helps the company sell out hundreds of millions every year.

8. Prada

Prada is an Italian fashion label specializing in luxury goods like leather shoes, luggage, accessories, and hats. Today, its business also contains boutiques, perfumes, runway shows, and LG Prada mobile phone.

9. Tiffany & Co

Tiffany & Co. is a luxury American multinational corporation which provides jewelry and silverware. Tiffany & Co.’s headquarters are in New York City. It’s one of the world’s most luxurious fashion brands right now. Tiffany sells jewelry, china, crystal, sterling silver, fragrances, stationery, personal accessories, and some leather goods. The brand is famous for its luxury goods, especially for its diamonds.

10. Manolo Blahnik

Manolo Blahnik is a Spanish high-end shoe brand. It is named after its own fashion designer and founder. Manolo Blahnik has more wonderful and weird designs even than you could ever imagine, and a color palette which can cover every shade and hue possible. Therefore, it can fulfill all your footwear fantasy and then some.