adidas Consortium Sneaker Exchange ”“ OVERKILL & FRUITION
adidas Consortium is excited to unveil the latest instalment of the Sneaker Exchange 2017, a collaboration between OVERKILL and FRUITION celebrating contemporary womanhood, high fashion and the evolving nature of female sneakers.
Preceding to the Sneaker Exchange 2017, the two stores had never interacted. adidas Consortium challenged them to overcome cultural differences, a language-barrier and almost 9,000 km in distance to begin a dialogue, discover common ground and deliver a bold, exciting sneaker pack. Together FRUITION and OVERKILL present a true highlight of the Consortium calendar.
The pack takes the EQT Lacing and the Tubular Doom and portrays them in a fresh light. FRUITION and OVERKILL discussed use of tweed in iconic French couture, determining to express this through colourway and fabric choices for their collaborative design. Further, both partners communicated a strong desire to create footwear that articulates rebellion, individuality and empowerment. The overall aim was to juxtapose high fashion with the energy of modern womanhood.
The EQT Lacing is constructed using plush velour with a translucent outsole. Its satin finish implies femininity and the overall model captures the rebelliousness the partners strived for. It is the first time a Tubular product has been selected for use in the Sneaker Exchange. Its unmistakable silhouette is the elegant basis for further exploration of the theme. The more avant-garde of the duo, it looks like high-concept footwear from the future.
The final result is an outstanding footwear pack, high on individuality with impressive attention to detail. The partners worked alongside Consortium to deliver two models designed to appear striking in isolation but also complement the wearer’s clothing. Both models capture an essence of modern womanhood: elegance, beauty, fierceness and strength, fusing comfort and wearability.
The adidas Consortium Sneaker Exchange – OVERKILL & FRUITION will drop on Saturday the 30th of September 2017.
SHOP NOW
EQT Lacing ADV UK3.5, UK4, UK5, UK6, UK7, UK8, UK9 – R2499.00
Tubular Elastic UK3.5, UK4, UK5, UK6, UK7, UK8, UK9 – R2399.00
