After a successful first collaboration last year, major fashion house Gucci and sportswear brand Adidas are back with their spring-summer Adidas x Gucci collection: a host of new sneakers that celebrities the past and present of both labels.
Adidas Sambas, Gazelles, and Spezial sneakers, what the company calls Terrace shoes, are having a comeback. These are sneakers that were a staple in the 90s and which are now being picked up by Gen Z consumers.
Earlier this year, Bjørn Gulden, the new Adidas CEO mentioned that the Gazelle is the hottest shoe in the market, and they were looking for a new direction after losing Kanye.
“It’s hot in Asia, hot in Latin America, hot in Europe, and in America, and I can’t remember the last time I saw that,” he said when speaking of the iconic footwear. “So look for the Samba, look for the Gazelle, and ironically also the Spezial, which was actually a handball shoe that even I used when I was playing, which probably tells you how old I’m getting.”
Now, Gucci and Adidas presented their newest collaboration for the spring-summer season, with a campaign led by photographer Max Siedentopf. The Spring Summer 2023 Footwear Collection gives a fun, modern spin to both brands while fusing classic with vibrant in their new take on the past and future exploration.
It includes Gucci’s take on the timeless Gazelle, with colorful prints in red and green, black and blue and black and yellow with the Gucci pattern. The collaboration also impacted Adidas’ most iconic runners, the ZX800, which now see a brighter look, in neon suedes.