Adidas pens long-term deal with Pharrell Williams
Adidas has launched an online campaign to unveil its long-term partnership with music producer and fashion designer Pharrell Williams.
Video: Pharrell Williams and Adidas unite
The deal will see the “Happy” singer design an eco-friendly collection for the sportswear maker’s Originals apparel range later this summer. It will be developed through Williams’ textile business Bionic Yarn, which recycles plastics into wearable clothing.
Adidas is running an online push to promote its first collaboration with the N.E.R.D member including an online video (see above). The short film opens on a shot of Williams’ Adidas decked-out feet before following the star as he walks backwards down a street and into an apartment. It ends with the singer picking up his famous large hat to reveal the Adidas sign, introducing the strapline “Adidas = Pharrell Williams”.
Williams joins music stars such as Run DMC and Rita Ora in partnering with Adidas as it continues to try and keep itself grounded in pop-culture. In November, the brand was even able to woo Kanye West from rival Nike to develop a new footwear range.
The Adidas tie-up comes just weeks after Williams’ partnership with Uniqlo was unveiled. The singer is to launch a new collection of printed t-shirts and hats through his “I Am Other” creative collective next month.