Avavav has unveiled its third collaboration with Adidas Originals, introducing a striking collection that blurs the line between athletic performance and artistic expression. Set to launch on November 14, 2023, this latest drop features the innovative 22-centimeter Luge Heel and a reimagined version of the iconic Superstar sneaker.
Under the guidance of creative director Beate Skonare Karlsson, Avavav continues to challenge conventional footwear design. This collection showcases their unique approach, transforming classic Adidas silhouettes into exaggerated forms that are as much about art as they are about function. The Modified Superstar, for instance, is crafted from a single piece of vacuum-molded leather that features the brand’s signature Three Stripes embossed directly into its surface.
The aesthetic of the collection emphasizes materiality over branding, with two worn-in colorways that highlight Avavav’s distinctive style. The footwear not only serves as a statement but also as a commentary on the nature of sportswear. The Moonrubber Megaride, in its latest iteration, is characterized by an oversized bubbled outsole and reflective accents, evolving into a high boot that acts as both footwear and sculptural piece.
The Luge Heel, drawing inspiration from Adidas’s aerodynamic footwear for luge athletes, pushes the concept of performance to new heights—literally. At a striking 22 centimeters, this design stands as a surreal centerpiece, inviting viewers to reconsider the purpose of athletic shoes.
Campaign Aesthetic and Conceptual Themes
Accompanying the footwear release is a visually compelling campaign, crafted by Hungarian photographer Szilveszter Mako. The campaign features models posed against painted backdrops and mirrored textures, creating a sense of stillness that contrasts with the kinetic nature of sports. This approach shifts the focus from movement to the shoes themselves, underscoring Karlsson’s vision of Adidas Originals as “for everyone else,” rather than solely for athletes.
The apparel collection complements the footwear, maintaining the same sense of proportion and contradiction. Trompe-l’œil track tops mimic fabric painting, while puffers are designed to balloon to an exaggerated scale. Accessories echo the sculptural geometry of the shoes, further enhancing the overall narrative of distortion and playfulness.
This collaboration marks a significant chapter in the ongoing partnership between Avavav and Adidas, solidifying their place among the brand’s most innovative collaborators. By transforming Adidas icons into conceptual forms, they challenge traditional notions of footwear and fashion, inviting consumers to engage with athletic wear in a new way.
As the launch date approaches, anticipation builds around how this collection will resonate with both fashion enthusiasts and those who appreciate the intersection of art and sport. The release not only highlights Avavav’s dedication to experimental design but also redefines what it means to wear athletic shoes in contemporary culture.