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adidas originals

Los Angeles

LOS ANGELES MEETS MZANSI.

Press Release | Los Angeles. ADIDAS Originals isn’t one of those brands that needs an introduction. They know what they’re doing and they get it right. Their new silhouette, exclusive to the Studio 88 Group of Companies is an update on the iconic LA Trainer, a vintage runner already steeped in sneaker history. Like its mentor, the Los Angeles boasts a slim profile with a pointed shape and lightweight design.

Given a cushioned EVA midsole unit, and textured rubber outsole, this men’s sneaker offers both comfort and style. In line with a move toward understated styling, the Los Angeles is stripped back, with the classic three-stripe detailing it’s most prominent feature. Constructed with woven textile mesh uppers, this shoe is ideal for casual wear, and the low-cut profile looks epic with shorts, or jeans.

The ADIDAS Originals Los Angeles introduces a slew of relevant colourways for this retro-style silhouette. Following the trend running this season, the brand executes the runner with mesh through the upper, with taped seams at the lateral sides and toe box. All this rests atop the outsole, completing the fresh aesthetic that looks pair-able with just about anything. This sneaker nails tonal styling.

The Los Angeles is the answer to your go-to footwear for everything casual, this sneaker definitely won’t gather cobwebs this season and if your collection is getting out of hand then make room, or if you’re just about to take the plunge, this a solid place to start.

ORIGINALS.

The brand uses the famous Trefoil logo, which was originally used on all ADIDAS products until the company decided in 1997 that the trefoil logo would thereafter only be used on heritage products, and was replaced on other products by the Performance logo, which has previously been used on the “Equipment” range of products since 1991. Adidas Originals covers sports fashion styles with strong references to the decades between the 1940s to 1980s. The brand has a distinctively retro old school feel.

An extensive campaign was launched in 2008 to promote the label.

During the campaign ADIDAS released an advert of a house party with people and celebrities such as Katy Perry, B.o.B, Jeremy Scott among others. Also launched was the “All Day I Dream About Sneakers” campaign in late 2008. The campaign was an ADIDAS Originals art project that included the creation of nine unique sneaker sculptures and a fictional story of an avant-garde ADIDAS designer.

“All Originals Represent” was introduced in 2012 featuring brand ambassadors Nicki Minaj, Jeremy Scott, Big Sean, 2NE1, and Derrick Rose. It focused on the creative spirit specific to unique cities around the globe.

In 2016, ADIDAS Originals introduced the “Celebration of Sportswear”, which features celebrities such as Jessica Jung, Jay Park, Tian Yo, Charlene and Pakho Chau. For this reason, adidas continuously open their brand up to other players. They call it open source, an idea from the software engineering world that we turned into a collaborative partnership approach. In other words: They give all creators out there access to our brand and allow people to create with them.

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ADIDAS Originals has entered into long-term partnerships with world-class designers such as Stella McCartney and Jeremy Scott as well as creative artists such as Kanye West and Pharrell Williams and won’t stop there.

Consumers expect to be involved, to participate and be able to co-create and technology makes that possible. Originals will continue to be involved with the digital community, the athletes, the opinion leaders and bloggers in the industry just as much as all the dream chasers out there. Even with over 80 years of experience, a unique brand DNA and an amazing résumé to show, they know that they do not know it all. With their open source strategy, they can unleash endless creativity and give athletes, consumers and partners the best they have.

Press Release | Los Angeles