The long awaited adidas x Gucci campaign is here

Previewed during the Exquisite Gucci show – a mirrored space of reproductions and metamorphoses of historical emblems on a sartorial streetwear offering – the first adidas x Gucci collection expands on this creative concept inspired by their shared affinity for the three stripes. Unveiled in a lookbook published last May, this cross-cutting selection reflects Alessandro Michele’s kaleidoscopic aesthetic by combining the House’s codes with those of the historic sportswear brand and, by extension, those of haute couture and streetwear.

To mark the launch, Alessandro Michele has conceived a campaign directly inspired by a 1979 adidas archive catalogue. The concept is brought to life through a series of moving images captured by Carlijn Jacobs and rendered in grid form. Models stretch, run or dance against colourful backdrops to a soundtrack of contemplative phrases such as “When our thoughts become reality, we understand the true meaning of magic”.

The GG monogram and interlocking G are combined with the adidas trefoil on colourful prints and jacquard fabrics. Meanwhile, Gucci’s red and green triband complements the adidas triple stripe. Moving into hybrid territory, the offer includes ready-to-wear pieces that evoke the sportswear of yesteryear while remaining undeniably contemporary.

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Casual codes also define traditionally formal items such as leather heels, suede loafers and silk scarves. Beyond the conventional offerings, this broad selection also includes lifestyle items including, in a nod to the House’s heritage in leisure products, a golf bag in two different variations.

The collection, which evidences both brands’ shared commitment to innovation, progress, sustainability and collective action, includes multiple pieces made from future-friendly materials such as polyester, cotton and viscose. In addition, all pieces come in special packaging adorned with the adidas x Gucci logo, carefully designed to reduce their environmental impact.

The collection will be available in a selection of shops, online via Gucci.com and in Gucci’s ephemeral Pop-Ups, whose spaces will be decorated with one of the geometric prints included in the offer. The adidas CONFIRMED app will also feature a special selection of products from the collection.