Celebrating color, customization and personal expression, Adidas is brining back their self-expression footwear concept this spring of Adicolor. The original adicolor concept was launched at the Ispo Fair in Munich in 1983 where Adidas offered pure white kicks with specially created quick drying and weatherproof pens which can be customize to any style.
To reflect the endless style possibilities of adicolor, the range of 2006 will be enhanced with modern customization tools ranging from felt-tip pens to spray paints and more. In addition, the adicolor collection will be divided in two major parts, the White Series which refers back to the original concept and an innovative Colour Series. The latter will feature a number of collaborations as adidas Originals has teamed up with a diverse group of partners, all icons from the world of fashion and art. Seven directors (Roman Coppola & Andy Bruntel, Neill Blomkamp, PSYOP, TRONIC, Saiman Chow, Charlie White, and HAPPY) were each assigned one of seven colors: Red, Blue, Yellow, Green, Pink, Black or White and have released seven videos to promote the new campaine. The first commercial presented by TRONIC features Jenna Jameson and her assets. The collection is regarded as a post-modern mix of genre, style and technique.
The adicolor products are rolling out in retail over the course of three months, started on March 4th, 2006. The different models are available through various distribution channels and cover a range of price levels. Check here for concept/price.
Graffiti campanies have also taken up across Germany to promote Adicolor. Check the Wooster Collective post for example, yet around here in NY the only Adicolor promotion I could find was basic posted bills – I hope someone comes around to bring the graffiti concept here.
“For those colours which you wish to be beautiful, always first prepare a pure white ground.” – Leonardo da Vinci
