Adidas finds inspiration from music and cities

PUBLISHED : Friday, 22 February, 2008, 12:00am
UPDATED : Friday, 22 February, 2008, 12:00am

A special collection of footwear and apparel from adidas was launched last month, with the sportswear manufacturer taking its inspiration from music and cities.

'We believe [the collection] will appeal to a wide range of consumers of varying ages and cultures. The public has shown a great interest in the collection and the reinterpretation of style with classic models highly reputed among customers and trendsetters,' Colin Currie, managing director of adidas Hong Kong, said.

The Sounds of the City collection features collaborations with music industry icons and record labels, ranging from Tuff Gong Records and Bob Marley to the Blue Note Team and Jam Master Jay (from Run DMC). The new designs also feature cities associated with different genres of music.

'The Sounds of the City collection celebrates the birthplace of influential musical genres,' Mr Currie said. 'We have integrated the different features of music industry icons to create a unique collection which has taken music as its inspiration.

'Both adidas Originals and our music industry partners are excited about the collaboration.'

Mr Currie explained that adidas had chosen music genres and labels based on their standing in their respective areas of music. For example, musicians such as Bob Marley used reggae music to speak for freedom, and Jam Master Jay spoke for self-expression through hip hop.

The collaboration with Tuff Gong Records and Bob Marley has resulted in a package that 'takes on a look and feel of garments that Bob Marley was often seen wearing'. Trainers featuring the adidas logo in the colours of the Jamaican flag and Jamaican style T-shirts form the centre of the collection. The package also commemorates Marley's performance at the 1976 Smile Jamaica Concert when the star performed on stage just two days after an assassination attempt on his life.

New Orleans, the birthplace of jazz, is celebrated with a collaboration with Blue Note Records, the leading label in the industry. According to adidas, the footwear takes hints from jazz musicians' style of elegant suiting woven fabrics.

'We worked closely with all of the collaborating partners, such as Motown Museum and Blue Note Team, to take the DNA out of [the cities] and create a unique offering of footwear and apparel,' Mr Currie said.