LAUNCHING 8TH MARCH
This March, adidas Consortium releases a pack to celebrate a global women’s movement. This pack offers three Samba’s in rich colourways, designed specifically for women.
Until recently, the sneaker game remained a largely male preserve, but year on year we have witnessed gradual change with more sneaker stores and websites created specifically for women. Over time, tastes have changed too. No longer is there simply demand for white tennis shoes with pink or light blue accents. Sneakers are not ‘just’ accessories anymore, but have become a staple in many women’s wardrobes.This change is not specific to our industry, it reflects a wider movement in the overcoming of stereotypical gender norms.
The colours green, purple and off-white are a subtle reference to one of the earliest women’s organizations founded in the 1903. This British movement proved instrumental in helping women gain the right to vote, and paved the way for generations of feminists around the world to follow. These three rich colous were the initial building block for the pack. While the single-tone uppers are bold but elegant, the translucent gum soles are tough and work hard for the wearer.
Equally strong as the colours and build of the shoes is the campaign that accompanies this story. The female duo consist of London-based photographer Christina Nwabugo (@bynwabugo) and stylist Mercy Su (@mercysu_), they have created creatives that speak a distinct visual language by conveying a clean, modern, global aesthetic paired with a straight forward, self confident attitude.
Each of the associate parties fully encapsulates what we seek to convey with the Deep Hue Samba Pack. The contemporary expression of powerful, multi-cultural femininity.
A percentage of sales from this pack will go to Moving The Goalposts (MTG)
Moving the Goalposts (MTG) Kilifi is a community based organization that, since 2002, uses football to empower girls in the rural and urban areas of Kilifi and Kwale County. MTG’s goals is to have a more inclusive, just and peaceful world where girls’ and women’ human rights are realized and protected. It uses a rights based approach and focuses primarily on sexual and reproductive rights, health and choice.