In the past, sporting functionality and elegance were two repelling polar concepts. However, as urbanites started to embrace the functionality of sportswear for practical city living, the need for functionality and style to co-exist arose, and adidas SLVR was born out of such a need to bring innovation, tradition, function and elegance onto the same plane. For the past few years, adidas SLVR has been winning over the hearts of those who are seeking a slightly less avant-garde rendition of the Y-3 line, as it retained the same essence of subtlety and effortlessness in fusing fashion and sportswear. This season, adidas SLVR leaps into Fall/Winter 2010 with a new campaign and a newly revamped site.
The teaser video for the Fall/Winter 2010 campaign debuted a month ago, featuring Brazilian footballer Kaka and Solvakian tennis star, Daniela Hantuchova, pitching a perfect balance between on court practicality with modern off court style, showcasing sporting versatility and an athletic lifestyle. In the campaign, Hantuchova dons her off court uniform, and Kaka’s outfit is a reflection of his lifestyle—dynamic, layered and contemporary. The full campaign shot by Will Davidson and styled by Simon Foxton and Jay Massacret, with creative direction by Pietschlim, will be appearing in print and a short online film, extended from the teaser.
As for the new adidas SLVR website, it has been revamped with the latest Fall/Winter 2010 collection and a simpler, continuous scrolling design makes it easy for the user to browse through products and look book images without Byzantine navigation—everything can be directly linked from the homepage. The site is a collaborative development between adidas and Sid Lee Amsterdam. Take a look and experience the new adidas SLVR for yourself.