Over the last two years, Balenciaga seems to have invested heavily in rethinking its strategy to attract a trendsetting Gen-Z fanbase. The strategy has worked as it has relegated Gucci to second place in terms of popularity by efficiently keeping abreast of market trends. The French luxury house seems to have garnered much fascination for its bold, somewhat wild approach, which has seen it collaborate with the likes of Fortnite, Simpsons, and Crocs to name a few.
As part of its Spring 23 collection that dropped last week in New York, Balenciaga unveiled a much-anticipated collaboration with Adidas.
The collaboration recontextualizes elements of sportswear that have been a part of Balenciaga’s creative language. The ready-to-wear line, shoes, bags, jewelry, and accessories are marked with a badge of sport or trefoil logo over the name Balenciaga in the lowercase Adidas typeface.
The collaboration encompasses $210 (for socks) to $5,500 (for a hooded leather jacket) and includes track pants, windbreakers, dresses, T-shirts, beanies, and shorts. In addition, the chunky Adidas Triple S sneakers that went viral back in March are also part of the collaboration, selling for $1,100.
This fashion collab caused a 138% increase in searches for “tracksuits” as per data from Love the Sales, a fashion e-commerce aggregator.
Notable are the tracksuits that blend the sports brand’s classic stripe motifs and logo with Balenciaga’s oversized streetwear aesthetic.
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