New York: Adidas Originals introduces its A-Type collection featuring elevated iconic products made from premium materials, including the Superstar sneaker and Firebird tracksuit. The collection aims to showcase creativity while maintaining existing partnerships in the fashion world, coinciding with New York Fashion Week.
Adidas Originals has announced the launch of its new collection titled A-Type, marking a significant moment for the renowned sports brand. This collection includes elevated versions of some of Adidas’s most iconic items, such as the Superstar sneaker, the Firebird tracksuit, and the Airliner bag. Developed with premium materials in partnership with leading European ateliers, these pieces are set to be released featuring a monochromatic colour palette complemented by silver Trefoil jewellery. Prices for the collection range from $500 for a Trefoil ear stud to $1,500 for a leather track jacket.
Torben Schumacher, global general manager of Adidas Originals, basketball, and partnerships, elaborated on the project, stating that the team has been conceptualising A-Type for “quite some time.” Schumacher described the initiative as an opportunity to “elevate and ‘premium-ize’” the brand’s most iconic products “with no limits, no worry about margins.” This is particularly noteworthy as it represents the first time that Adidas is producing such elevated products internally, rather than in collaboration with luxury fashion houses. He remarked, “We felt the time was right to do it.”
Although the A-Type collection showcases Adidas’s creativity, Schumacher emphasised that it will not replace existing partnerships with other companies. “We’re really proud to be partnering with exciting creatives, and really believe this is an important part of who we are as a brand,” he noted, while also expressing a desire to present “the most holistic version” of Adidas’s iconic products.
The A-Type collection sets itself apart with three key launch products. The Superstar sneaker, a staple since its introduction in 1970, has been reimagined with the help of Italian artisans. It features premium leather, a debossed canvas texture on the signature three stripes, cashmere shoelaces, and silver-plated lace jewellery, with a Lightstrike Pro midsole for added comfort. Each pair is packaged in a specially moulded shoe box and includes wooden shoe trees and white gloves, mirroring the experience offered to guests at the Adidas archive.
The Firebird tracksuit, originally designed for athletes in the 1980s, has been crafted anew for A-Type in luxurious leather, available in pants, top, and shorts, along with complementary cashmere-blended t-shirts. Meanwhile, the Airliner bag, first introduced in the 1970s for athletes to carry their gear, has been reworked into two leather models, both featuring a detachable belt and premium hardware.
In addition to clothing and accessories, A-Type also presents a collection of jewellery inspired by hip-hop culture, including sterling silver necklaces, rings, and earrings, prominently featuring the Trefoil logo. Adidas plans to launch a look book styled by Matthew Henson and photographed by Gabriel Moses, showcasing various figures from the realms of sport and entertainment, including DJ Hank Korsan, Pusha T, and Paloma Elsesser, among others.
The official unveiling of the A-Type collection was scheduled to occur during a private event, designed for family and friends of the brand. Schumacher noted, “We don’t want to rush to market… it really pushes the price points we usually have with our brand, so it’s important to provide the right context, the right place and the right time to make this available to our consumer base.”
Coinciding with New York Fashion Week, the launch of A-Type also attracted attention from PETA, which protested against the use of leather in the collection, claiming it was sourced from mistreated ostriches and other animals. In response, Schumacher clarified that the materials used were not from ostriches, and noted that the protest was brief.
Established in 2001, Adidas Originals has focused on reinterpreting key pieces from the brand’s extensive archives. The division has garnered popularity within street culture, renowned for using the Trefoil logo, introduced in 1972. Over the years, Adidas Originals has successfully partnered with notable names such as Run D.M.C., Kith, and Pharrell Williams, contributing to its influence in modern fashion.
Recent financial reports highlight that Adidas Originals has performed well, with a 20 per cent increase in sales reported in the third quarter within its Basketball and Skateboarding division. Schumacher expressed optimism regarding the A-Type collection, stating, “We’re super excited where we are right now to see the resurgence of, and the love for, our most iconic products.” The launch reflects Adidas’s commitment to storytelling through its rich history while adapting to contemporary market trends.
Source: Noah Wire Services
