Editor: Jose Morales
Varese, Italy – Aiming to build on the success of their past collaboration, Adidas and Missoni have partnered up again to deliver a more comprehensive offering, which continues to expand on the passion for sports that transcends generations. With a focus on the unique use of colors that is exclusive to Missoni and the innate love for sports by Adidas, adidas x MISSONI interprets sportswear in a contemporary way; redefining classic running garment silhouettes, and transforming colors into a living matter that follows and frees movements.
Strength, energy, and agility are highlighted and heightened with form-fitting garments; all brought to life in iconic Missoni colors, and with the new Pulseboost sneaker being flawlessly engineered. This is savvily showcased in the mesmerizing, and futuristic video campaign, which equally vibrates with the energetic spirit of the collection.
In the video (which was directed by the creative duo Santiago & Mauricio Sierra), dancers perform an artistically aggressive and dynamic choreography, composed of contemporary dance movements. The powerful imagery and moves create an explosive outcome where colors swiftly become the focus of it all. The creative piece conjures the spirited fervency of a religious ritual where believers interact in a perpetual crescendo of music, rhythm, and color, and where they come one with each other in an understanding of power and harmony. – GM
GUILD MAGAZINE - THE TRAVEL ISSUE