This is the name of the latest video posted by Adidas Originals on Youtube, which comes to confirm our expectations: Pharrell signed a long-term partnership with Adidas and will design products for the sports brand. It will be more than a clothing line as he will design all kind of pieces and his textile company (you probably know Bionic Yarn) will be involved in some of the pieces as well. Pharrell said that “Working with an iconic brand like adidas is such an incredible opportunity. From the classic track suit, to growing up in Virginia wearing Stan Smiths, Adidas has been a staple in my life. Their pieces are timeless. This is an exciting partnership for both me and for Bionic Yarn”.
Here is the trailer :
At the same time Adidas is very happy to have him as one of their designers: “I am truly thrilled to work with Pharrell. He is a pop-culture icon that never fails to inspire, not just through his musical talent and craft, but through his many other interests. He is the perfect fit for the multi-faceted company that is adidas.” Dirk Schoenberger, Global Creative Director, Adidas Sport Style Division.
We’re expecting some great designs from the artist since this is not his first encounter with the fashion world. He worked in the past with Louis Vuitton, he owns his own collection called Billionaire Boys Club but at the same time he has partnerships with G-Star, Moncler (sunglasses), Uniqlo (shirts) and Comme des Garcons (frangrances). “I’ve had my own brand for 10 years now [Billionaire Boys Club] and had a deal with another company in the past so it will not affect anything, especially since I have the right team around me to help manage these projects,” he said. “Music will always be my first love and what I focus on, but I’m really appreciative to Adidas for allowing me to further develop and understand my design dreams.”
Photo courtesy of Hypebeast.com