Missoni digs into its sporting with Adidas limited edition link-up

By

Godfrey Deeny

Published
Apr 24, 2019

Adidas has unveiled its limited-edition link-up with Italy’s Missoni, in a move that recalls the origins of the house – since founder Ottavio ("Tai") Missoni was an Olympian hurdler.

 
The late designer Ottavio participated in the 400 meters final for Italy in the 1948 Olympics in London, the first after a 12-year hiatus due to World War II.
 
The collection of limited-edition performance shoes and apparel for men and women began retailing on April 23 in the online boutique of Missoni and will begin at Adidas' on April 25, as well as in selected boutiques worldwide.

Based on being “running-focused and fashion inspired,” the collection is designed to fuse the innovation and craftmanship of Adidas with Missoni’s space-dying techniques, unconventional patterns and iconic flame designs, initiated by Tai and his wife Rosita, when they founded their brand in Varese, Italy in 1953.
 
“The story of this collaboration started from the idea that both our companies’ founders were amazing craftsmen, constantly pushing the limits of their industry. We hope runners everywhere will enjoy the product range for its creativity and quality,” said Creative Director Angela Missoni.
 
Footwear features Adidas’ iconic Ultraboost, incorporating Missoni’s trademark "space-dyeing" technique on the knitted upper to achieve the iconic “flame” pattern. While Adidas’ Boost technology in the shoe’s midsole provides runners with improved responsiveness and energy. 
 
The partnership also underlines the increasing role of Angela’s daughter Margherita, as creative director of M Missoni, especially since the family sold a 41% stake for €70 million in June 2018.
 
The apparel range offers runners a full ensemble with a Primeknit CRU short sleeve; a PHX Jacket with weather protection and breathability; and the iconic Marathon 10 Short in a knit option. Ideal for a modern day hurdler, like its lookbook suggests.
 
“Our collaboration with Missoni is very close to our hearts. Our founders built our brands on such similar values – innovation, creativity, high-quality craftmanship – to bring their inspirational stories together was an amazing experience,” added Craig Vanderoef, senior director product at the German active sports giant.