Adidas is not shy when it comes to collaborations. The sportswear giant tightly holds the grasp of plenty of high-end fashion brands like Gucci and Balenciaga. Now, the heritage of Adidas is about to get even better. LVMH prize winner and South African designer, Thebe Magugu is setting foot as a reasonably new talent – but with a cult-like following as an Adidas collaborator. The key focus is a capsule that is “inspired by the energy of women”.
The debut collection with Adidas is the first of two drops and we’re eager to see if big names like Kylie Jenner, Rihanna and Issa Rae will be spotted in the gorgeous garments. What we do know, is that the inclusive sports range will be sported by men and women on the court. Leading tennis players, Stefanos Tsitsipas, Felix Auger Aliassime, and Daria Kasatkina, as well as champion wheelchair tennis player Dana Mathewson.
The Art of it
For the collection, Phathu Nembilwi, a talented South African illustrator and designer will take the reigns to create the designs. The joyful artwork will represent a woman dancing, influenced by Magugus’s mother, aunt, and grandmother. All women, who have been key muses for his ready-to-wear line, including his spring 2022 collection, which drew from family photographs.
“The collection celebrates all the positive influences around me, and a sense of community is so important to me. I hope it inspires the same joyful feeling in those who wear it,” Magugu said.
The capsule collection fuses high-tech fabrics with recycled materials and features modesty swimwear, inclusive sizing, and gender-neutral pieces. Players like Adidas lead the way as early adopters of refining material compliance to the latest regulations. Each performance piece in the collection will stand by the company’s ongoing efforts to become more sustainable. For Magugu, the collection is about bringing personal stories together and collaborating through design.
“I’m infinitely inspired by the energy of the women in my life and the heritage of my native land,” says Magugu in a press release. “Bringing together such personal stories through design and blending them with adidas’ iconic performance and lifestyle pieces has been an amazing process”.
What it will Look Like
The collection is unique to Adidas as it focuses on bright colours and accents. From impact orange and yellow to bright pink and pulse lilac. The range not only includes pieces for a variety of physical activities, including running, swimming, training, tennis, football, and cycling. The capsule embraces a set of casual everyday garments as well as ‘The Swim Hijab’ made from eco fabric that is ultra-flat, soft, lightweight, and chlorine resistant!
The high-performance tennis pieces have already attained a spot in one of the most prominent hardcourt tournaments. Style and functionality are key to the designs. Making it sublime, comfortable, and chic to wear on and off the court.
Alongside apparel, the collection reimagines signature Adidas footwear like the Stan Smith, Astir, Nizza Platform, and Forum footwear. Incorporating Magugu’s poetic design cadence are staple multicolour prints. Each design reveals a story of its own.
The first drop of the Adidas x Magugu collection will be available for all online from Monday, August 15.
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