Female-focused sneaker label Naked worked with adidas in launching a platform that initiates creative discussion in Copenhagen entitled #TKLS. The discussion medium highlights influencing individuals that come from a variety of creative backgrounds. It digs into the impact of external influences are in shaping who we are as individuals and furthermore, how certain brands initiate expression for women in a brand new light. To further commemorate the adidas x Naked collaboration, adidas introduced a limited-edition SS18 consortium collection of apparel and a pair of shoes.
The collaborative collection is comprised of a black denim jacket, a tracksuit and a pair of sneakers. The shoes have a frayed knitted sock upper with an exposed lacing construct. The whole collection boasts a clean black color scheme. The collection was pre-launched on March 10th only at Naked, but will globally release on March 17th.
Key Themes Behind This Trend
- Female-focused Sneaker Labels
- Opportunity to create more collaborative platforms that celebrate and empower women in sneaker culture.
- Creative Discussions on Women's Expression
- Opportunity to explore the impact of external influences and brands on women's self-expression.
- Limited-edition Consortium Collections
- Opportunity to create exclusive and highly desirable collaborations between brands, generating excitement and demand.
Where This Applies
- Apparel
- Opportunity for apparel brands to innovate and create unique collections that cater to the female sneaker market.
- Fashion
- Opportunity for fashion brands to support and collaborate with female-focused sneaker labels, creating new fashion trends and styles.
- Sportswear
- Opportunity for sportswear brands to expand their offerings by partnering with female-focused sneaker labels and creating innovative designs for women.
