We have seen it everywhere. Starting from collaborating with the luxury brand Gucci, now Addidas, which started as a mass market, has started to enter the realm of luxury. Surely you are wondering, how did this happen, right? You don’t have to be confused anymore, we’ve been looking for some information about this. Did Adidas become luxury brand? see below!

Where it came from

A mini travel bag in the form of a backpack retails for 2,200 euros, a v-neck shirt costs 520 euros, a pair of shoes costs 890 euros. That’s the price point of luxury goods, where most experienced high-end shoppers rarely turn a blind eye. But these items, as they happen, are from the new adidas collection in collaboration with Gucci. That adds up to everything from affordable street code to quality craftsmanship and high prices.

In essence, Adidas is quietly positioning itself as a sportswear giant of a higher echelon. The brand collaborated with Gucci and Balenciaga last month, both of which attracted widespread media attention and many people were excited about the collaboration. According to The Fashion Law, Brian Grevy, adidas executive board member in charge of the global brand, said the luxury designs “adidas inspired and worn for status” helped create the brand’s heat and it worked.

Brand heat, of course, sparks consumer interest and has a positive effect on profits and ultimately on the brand itself. It also elevates the idea of ​​a sportswear company being a luxury brand, and all the stamps associated with it.

It also found that Adidas’ latest high-end collaboration is part of its new brand strategy. This has resulted in the adidas company making extensive appearances on Gucci and Balenciaga’s runway collections, including co-branded tailoring and premium accessories, categories not typically found in adidas-operated retailers. This strategy is certainly very unique and creative to increase the level of the brand itself. With this strategy, it gives an expensive picture and impression when you see the adidas brand on us for ordinary citizens. Do you agree?

Sign of luxury

While Adidas is no stranger to collaborations with high-end designers,the cool factor of sportswear also benefits the luxury home. Of the other cases, Nike also has a history of luxury collaborations, with Louis Vuitton, Balmain and Comme des Garçons. Just a few of the brands that have teamed up with the American sportswear company, creating the sneakers’ almost cult-like status with their limited-time editions.

Insights from Heuritech says part of what makes “the collaboration between luxury and streetwear so seamless is their capacity to create a secret garden for their consumers. Luxury rests on its ethos for appeal, while streetwear creates an almost cult-like relationship with it. Consumers through collection and strategy very personal communication.”

Back to Adidas and Gucci, the latest collaboration fuses streetwear with a spectrum of sports-inspired cuts where the heritage of both brands is visible, whether through co-branding or using heritage prints. For yourself, are you interested in buying this product? Or do you just like the design? Please write in the comments column!