It seems that the pop culture world has completely taken over the sports world. More and more athletes are being linked to pop culture, and it’s being reflected in the kind of fashion they wear on and off the ice.
One of the more recent examples of this is the collaboration between Viagra and fashion giant Adidas. The brand has recently launched a capsule collection of stylishly designed tracksuits and warm-up jackets featuring the famous blue pill. The designs are based on Viagra’s well-known “twirly bird” logo, and feature the distinctively stylized pharmaceutical company branding on the left chest in a variety of vibrant hues. The collection is called “Velour”, and it’s described as a celebration of sport and style.
This collaboration is only the latest in a long line of sports celebrity fashion partnerships. Here are some of the previous collaborations that stood out the most.
Adidas x Nike
It’s almost hard to believe that Nike and Adidas originally had nothing to do with each other. The two brands are the world’s leading athletic shoe and sportswear makers, and over the years they’ve gone on to create some of the most iconic sports attire known to man. In 2018 alone, the two brands were involved in eight different collaborations worldwide, all of which were highly publicized.
The first of these was on January 23rd, when news broke that the brand new Air Max 1 shoes would be going head-to-head with a classic Reebok classic. The hype around the collab was so big that even the Reebok Classic collection was restyled to celebrate the new partnership. It turned out that the hype was well-deserved, as the shoes were actually pretty good. They combined the best of both worlds — the cushioned comfort of a sneaker with the added support of an athletic shoe. The Air Max 1 also featured a seamless construction that made the shoes look and feel like a seamless transition between the two brands. The Air Max 1 are still sold today, more than 60 years after they were first introduced.
Another major announcement was the partnership between Nike and French fashion powerhouse LVMH. The luxury group owns numerous high-end brands like Dior and Bulgari, and they’re also the company behind prestigious jewel collections like the Boucheron Paris brand. Their Capsule Wardrobe collection saw them bring together several different fashion houses for a unique style that is recognized around the world. The two brands had previously partnered in 2015 for a special Air Max 1 design, and this latest deal saw them re-team for a sleek and stylish sneaker with an Italian twist. The collection’s unique design language is inspired by the brand’s Fuego and Galleria Maison lines.
Air Max 95
In the same month as the Adidas x Nike collaboration, the Air Max 95 was also released, featuring striking graphics similar to those seen on the French football team’s away strip. The Japanese sneaker brand followed this up with an array of bold and bright colourways in both men’s and women’s collection. For an even more luxurious look, the Japanese brand also produced a diamond-studded version of the Air Max 95. It seems like the Japanese love their Air Maxes, as 2019 was a landmark year for the brand, with 17 different models being released in total.
Nike Air Pegasus
We’ve come full circle now, and returned to the beginning, as the Pegasus was the first ever Nike Air Max model, first released in the 1960s. These days, the iconic sneakers are as popular as ever, and have been adopted as a symbol of style and fashion by the likes of Kim Kardashian and Cara Delevingne. The Nike Air Pegasus XXL is even now being retroactively labeled as the “original X-Large”, and it was the largest model in the original Nike Air Pegasus lineup, measuring 12.88 inches in height. It’s safe to assume that this size still holds its own in popularity today, more than half a century later.
Reebok Classic
It’s only fair to say that Reebok and Under Armour are the kings of celebrity athlete fashion collabs. The iconic brand has been involved in a variety of collaborations with A-list celebrities, including Michael Jordan, Serena Williams and Beyonce. Most recently, Reebok teamed up with designer Hervé Leger on an entire capsule collection of retro-inspired apparel and accessories for women. It’s fair to say that the brand still rules when it comes to this kind of collaboration, which has resulted in a number of hybrid apparel and accessory items. It seems like the retro theme continues, as Reebok is also set to release a capsule collection of retro-styled sneakers in July.
Luminous Uomo
Speaking of hybrid designs, the Uomo is a combination of the words “Uomo,” which means “man” in Italian, and “Luminous,” the brand name of the designer that the sneakers are being made for, Sergio Campiotti. The design is an interesting mix of premium materials and innovative details. Looking stylish is important, but not being cool or fashionable is not always the most important thing, especially when you’re playing a sport that needs your undivided attention. The Uomo sneaker will provide you with a combination of style and substance, all while you’re focussing on your job, or at least trying to.
U.S. Postal Service Shoe
The U.S. Postal Service is a federal agency, so they’ve got the right to choose their own logos and uniforms, which means they can be as stylish as they want. This was made clear in April 2019 when they sported a new logo on their vehicles and uniforms. At the time, many people speculated that this was a nod to Kanye West’s fashionable apparel brand, Yeezy Season 4, especially since the designer released a sneaker that matched the theme perfectly.
The brand’s design agency, Droga5, had this to say about the design overhaul: “The new logo is more geometric in nature and features a combination of different colors in an intriguing fashion. As before, the logo will be featured on a unique sneaker design for men, as well as apparel and stationery.”
In short, while many famous fashion and athletic brands have ceased to exist, or at least greatly changed, the foundations of the industry have now begun to incorporate their unique identities. It seems like the industry has taken a liking to collaborating with famous brands, and it’s allowed them to experiment with new ideas and find new ways to express themselves, while still fitting into their respected categories.