[FEATURED] The past and present are fused harmoniously with a peppering of local flavour in the new adidas adicolor range
In partnership with adidas
With colours called Bluebird, Fairway Green, Scarlett Red and Sun Yellow, the new range from adidas originals is intensely striking and instantly recognisable.
The S/S18 range revives adicolor, the iconic look from the 1970s, which has been remastered for 2018. It’s a colour celebration for a new generation.
The South African take
To kick off the launch in South Africa, adidas originals commissioned stylist and photographer Trevor Stuurman to bring the colour celebration to life.
There was no better place for Stuurman to draw inspiration from than the vivid spectrum of colour in Africa’s energetic markets and playgrounds. Visual styling incorporated backdrops and props laden with symbolism, echoing Ama Kip-Kip and The Vas Kom.
— Trevor Stuurman (@trevor_stuurman) January 20, 2018
Stuurman created powerful imagery featuring himself and actress, Amanda Du-Pont. The result is both familiar and progressive, and aligns perfectly with the playful spirit of the adicolor collection.
“Green is such a promising colour,” said Stuurman when asked about his preferred adidas hue. “It speaks to the presence of life. It conjures up images of vibrancy and, in its full glory, green is a sign of the future.”
Du-Pont said she was drawn to the campaign because of the many classic items included in the collection. The aim, she said, was to showcase each piece using a fresh perspective while allowing people to still feel the history behind it.
“We blended heritage ideals with modern-day swag,” Du-Pont added. “We experimented with expressive braiding techniques and, to complement these traditional hairstyles, we created dewy and colourful make up looks. This unique concept was further amplified by the fact that we chose to highlight conventional pantsula poses styled in modern sports-inspired outfits.”
A nod to the past
Classic items such as the adibreak snap pants and Beckenbauer tracksuit – named after former German soccer player and manager Franz Beckenbauer – are modernised for the present using innovative fabrics and refined fits.
Styles are not gender-specific because the focus is on the product, however, the range doesn’t entirely ignore femininity as it offers a sophisticated acknowledgement of its many different faces.
Shop the look: shop.adidas.co.za