adidas unveils latest collaboration with LEGO
Launches new period proof tights
GLOBAL sportswear brand adidas recently unveiled a set of products done in collaboration with the LEGO Group. It has also released innovative tights designed to keep more menstruating women in sports.
LEGO and adidas Originals teamed up anew to give a new take on the Superstar sneaker as well as a buildable Lego brick model of the popular silhouette.
The adidas brand also launched new tights in line with its push to service all women in sport.
The adidas Originals LEGO Superstar sneakers highlight iconic elements from both brands 鈥 the aesthetics of the former and the recognizable bricks of the latter.
Available in adult sizes, the LEGO Superstar features classic white and black leather construction that is elevated with custom three stripes, shelltoe, and heel tab which have been carefully crafted to emulate the LEGO brick pattern. Gold foil accents round out the look.
To complement the release of the LEGO Superstar, the groups are releasing a 鈥渘ever seen before鈥 LEGO offering in the form of a collectible display piece. The LEGO adidas Originals Superstar 10282 is just like the real thing 鈥 it has the iconic adidas Originals Superstar sneaker graphics, shell toe shape, trefoil logo, and serrated three stripes mark 鈥 but given a LEGO twist.
The model measures over 12 cm high, 27 cm long, and 9 cm wide and comes with a display stand and plaque. The set also includes 17 extra LEGO elements so one can choose to build either the right-foot or left-foot sneaker, or both for those who want to create a pair. For extra realism, it has shoelaces and comes in an authentic shoe box.
鈥淎s a kid of the 鈥80s and growing up in the 鈥90s, the Superstar sneaker with its rich street art culture was such an iconic item, and that鈥檚 also when I got my first pair. So, when the collaboration with adidas started I was super excited to work on this model,鈥 said Florian M眉ller, Senior Designer, LEGO Group, of their collaboration in a release.
鈥淎s shoes represent very organic objects, made from flexible material that also look different on every person, it was a fun challenge to translate this into the LEGO System in Play, which by nature is square and blocky鈥 It鈥檚 been a super collaborative process with valuable insights shared about the art of shoe making, and now we just look forward to seeing how fans will take to the model, customizing it in their own unique and wonderful ways.鈥
TECHFIT PERIOD PROOF TIGHTS
Meanwhile, adidas released its TechFit Period Proof Tights to encourage more women to do sports during their period without the fear of leakage.
Done under its 鈥淲atch Us Move鈥 campaign, a commitment to revolutionize its product offerings and services to better support the needs of its diverse female community, adidas鈥 TechFit Period Proof Tights feature an absorbent layer that not only protects against leaks, but is also able to help keep the tights in place, ensuring utmost comfort and confidence for the user.
The new performance wear is driven by a study that shows teenage girls are dropping out of sports at an alarming rate, with one of the key reasons being fear of period leakage. Using these insights, the brand set out to create a product that helps athletes stay in a sport throughout their cycle by giving them an added layer of protection.
The tights use the new adidas Flow Shield technology which has a set of absorbent layers and a membrane that helps protect against leaks, giving athletes added confidence while training through their period. A wicking layer, absorbing layer, and leak-proof layer work together to provide protection, while a bonding frame holds each layer together and keeps the tights in place.
鈥淲e started designing this collection from the inside out. We knew it had to be comfortable and breathable, but, most importantly, it had to serve its purpose of helping to protect against leakage,鈥 said Kim Buerger, Senior Product Manager 鈥 Women鈥檚 Apparel at adidas.
The TechFit Period Proof collection is now available on adidas.com.ph, in stores, and via the adidas app.
Meanwhile, the LEGO Superstar is set to drop on July 1 in select adidas retailers and adidas.com as is the LEGO adidas Originals Superstar 10282 model which will be exclusively available at LEGO Certified Stores and the official online store at bankeebricks.ph, priced at P5,999.75. 鈥 Michael Angelo S. Murillo
