WORDS Amelia Brown
To launch adicolor in South Africa, adidas Originals commissioned a group of local creatives to show how they celebrate colour in their everyday lives and start a contagious online colour movement.
The cast includes multimedia visual artist, Vogue contributor and mega-influencer Trevor Stuurman and actress Amanda du-Pont, photographed by Trevor and Obakeng Molepe, and a photographic series conceptualised, directed and photographed by documentary and fashion photographer Dune Tilley.
The collection’s primary colours – Bluebird, Fairway Green, Scarlett Red and Sun Yellow – were first seen in 1983, when all-white adicolor shoes were presented alongside a set of felt-tip pens. They reappeared in 2006 for the Color Series, an adidas collaboration with some of the world’s best-known and most highly regarded creatives who created unique pieces around a specific colour.
The SS18 offering plays with these iconic shades to create tonal ensembles in the most influential adidas silhouettes of past decades. These classic styles have been reimagined for today through the use of innovative fabrics and refined fits and, according to the brand, move beyond fixed gender binaries.
To celebrate the creative launch and in an aim to flood Instagram with adidas Originals’ four primary colourways, fans are encouraged to Wear, Snap, Share their adicolor purchase until 1 February. By tagging @adidasza and using the hashtag #adicolor, customers stand the chance of winning R10 000 worth of adicolor product.
Available at adidas Originals stores, Sportscene and online, browse and shop the collection here.