Adidas’s lifestyle brand, Adidas Originals, has a strong social media following based around its collaborations with a long list of designers and celebrities, a tradition that Adidas Originals general manager Arthur Hoeld said dates backs to the 1980s.
“Looking back over the brand’s collaborative relationships, one of the earliest moments that comes to mind is our work with Run-D.M.C.,” said Hoeld. “That partnership really signaled the beginning of a new method of partnership for us at Adidas, with the brand reacting to our ever-growing transition from court to street.”
