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Adidas launches 'sneaker exchange' programme

The premier sportswear division of Adidas, Adidas Consortium, is pairing up leading retailers to collaborate on new sneaker designs.

Participants already signed up to the programme, dubbed the “sneaker exchange”, include Tokyo-based concept store United Arrow & Sons, Australian shop Sneakerboy, Colette in Paris and London’s Footpatrol.

Other retailers will be picked from among Adidas Consortium’s 82 accounts. The pairs will work together to make a new product, drawing together influences from their different countries and specialisms.

Jimmy Manley, senior product designer for Adidas, said: “The project allows a dialect to discuss topics of creativity and culture between experts from different parts of the world and the end product is a celebration of this.”

Every duo will create two silhouettes, with monthly new releases throughout the year, starting with the official launch during men’s fashion week in Paris later this month. All of the participating stores will be able to sell the special edition products.

The footwear will also draw inspiration from the Adidas archives. Most of the sneakers will be unisex, though a few will be aimed exclusively at women.

The announcement follows Adidas Consortium’s 2016 world tour, for which it partnered with several of the same stockists involved in this year’s collaboration.




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