BRICK BY BRICK: LEGO X ADIDAS HITS THE STREETS
BY: REESE CONNELLY & ALYSSA LEVY
Get ready to unleash your inner child with the newest fashion collaboration between LEGO and Adidas Originals! These two iconic brands have come together to create a unique and unexpected collection that combines the worlds of fashion, sportswear, and playfulness.
The LEGO x Adidas Originals collaboration is aptly named "bridging the gap between toy and sneaker," and it's a game-changer in the world of fashion. This partnership is pushing the boundaries of creativity and style in a way that appeals to both sneaker aficionados and lifelong LEGO fans, inspiring everyone to think outside the box.
One of the greatest aspects of this collaboration is the mutual benefit for both brands in terms of marketing. Kids who love LEGOs might get the Adidas LEGO set and build it, and then realize that they also want to buy the actual physical sneaker. With this in mind, Adidas is catering to children who love LEGOs to buy their shoes, while LEGO is hoping that kids who are wearing LEGO-inspired shoes all day will want to buy more LEGOs. It's a win-win situation for both companies.
In addition to the marketing benefits, the collection also reflects the current trend of sustainability in fashion. The materials used in the collection are eco-friendly, made of recycled Polyester and Primegreen, a high-performance material made from plastic waste. This collaboration shows that both brands are committed to environmental consciousness.
Adidas' sustainable values have also been showcased in a different light this year as the brand continues to evaluate sustainable (and profitable) solutions to tackle over $1 billion worth of unsold Yeezy merchandise following the termination of its partnership with Kanye West. As their decision will not arrive easily, Adidas is employing a holistic approach to explore all of their options for managing the excessive inventory. The company has considered donating the merchandise or selling it in smaller markets outside of the US, but considering the brand's reputation and size, Adidas has many people to please and a tough call to make. These unprecedented struggles materialized for Adidas (ADDYY) as a $763 million loss in the fourth quarter of 2022 and an 80% plummet in net profit in 2022 as a whole, contrasted with revenue growing just 1%. The company now projects its first annual loss in over 30 years, reporting that it could lose up to $750 million in 2023.
While this year brought an untimely end for Adidas' Yeezy line, the brand's other partnerships remain rewarding. The Adidas x LEGO collaboration was released in the challenging macroeconomic environment of March 2021, when the COVID-19 pandemic meant disrupted supply chains, fluctuating exchange rates, higher costs, and a decrease in consumers' desire to buy. Adidas x Lego's particular contribution to sales in this period is unknown, though Adidas' results in the 3rd quarter of 2021 (July 1 - September 30), right after the release, revealed relatively successful results. Exhibiting impressive resilience, the iconic sportswear brand effectively utilizes its fame to establish and maintain a lucrative presence in various industries- even children's toys.
The current collection features Adidas Superstars in Kids Originals sizes, perfect for little ones who want to show off their love for LEGOs and sportswear. The collection is also ideal for sneakerheads who want the LEGO set as a collector's item. The possibilities are endless, and the collaboration has shown that creativity and playfulness can come together in a meaningful way.
This collaboration is breaking the mold of traditional fashion partnerships and inspiring everyone to embrace their inner child. The LEGO x Adidas Originals collection is a testament to the limitless possibilities of fashion when creativity and playfulness collide. It's a refreshing change from the typical collaborations we see in the industry, and it's a perfect example of how two brands can come together to create something truly unique and exciting.