adidas Consortium x Naked Copenhagen
• Set to run across the entirety of 2019 with four drops throughout the year, Communitas offers a natural extension to the adidas Consortium family by pushing local communities to the fore of each new collaboration
• The first Communitas release comes courtesy of Naked, who drew on the creative community of their native Copenhagen to craft an entirely new model, the Magmur Runner
Since it first came into being, adidas Consortium has been committed to bringing together those partners, retailers and collectives who exemplify a unique, fearless approach to collaboration. No matter how distinctively the individual voices of the Consortium family ring out however, no member exists within a vacuum. Each one is the product of an often-under-sung local community that informs and inspires each new creation, either directly or indirectly.
The first Communitas release comes in collaboration with Naked, featuring an all new shoe style designed by the Copenhagen-based sneaker store. Founded in 2004, Naked quickly garnered a worldwide following for its curation of cutting-edge streetwear styles aimed solely at the unique needs of female customers. In an industry largely dominated by men, Naked offers an empowering outlet for female self-expression.
adidas says of the Communitas concept, ‘adidas Consortium is bringing those special communities to the fore. On one level, Communitas is centered around a collaborative design process – but it also provides a platform for highlighting local causes on an international scale; for promoting dialogue on the preservation of local cultures; for championing the individuals that combine to make our communities great. Of the concept, The Consortium Communitas narrative was created to extend the dialogue between brands and consumers beyond just product. We wanted to promote the close connection that some Consortium partner accounts have with their respective communities and ultimately highlight local causes and celebrate different cultures.’
The Magmur Runner was built from the ground up and channels the ethos at the heart of Naked’s DNA. The shoe recalls a nineties golden age in the world of adidas apparel and footwear, when forward-thinking design was intrinsically linked with high performance functionality. Here, a chunky Adiprene midsole provides expert cushioning around the midsole, on top of which sit uppers forged from technical mesh and luxurious leathers alike. “We wanted to create a sneaker unlike any other, so we traversed an extensive range of basketball and running silhouettes to derive the best design elements we could find,” explains Naked’s Creative Director, Stine Pedersen. “This was about elevating the current chunky sneaker aesthetic – an evolution of the dad shoe that’s distinguishable as a Naked creation.” The shoe is available in two classic colorways: a monochromatic white and cream version will be available at Consortium accounts worldwide, while the version exclusive to Naked features blue accenting with the webbed three stripes rendered in sporting green.
To commemorate the release of the Magmur Runner, Naked enlisted three photographers for the accompanying campaign who encapsulate the Naked ethos. Polina Vinogradova has a decade’s worth of experience within the field and utilises her background in nightlife photography to produce high-octane fashion editorials. Sarah Buthmann has mastered the art of portrait photography and imbues everything she shoots with her distinct evocative aesthetic. Petra Kleis has an uncanny ability to connect with her subjects – vivacity and humour are key considerations for the photographer when it comes to her work. The three women have each taken their own unique approach to shooting the shoe; equipped with a cast compiled of the same seven models, the result is a cohesive, dynamic series of images. Of the campaign, adidas says ‘Copenhagen is full of creativity, so it was difficult at first to focus the story. It wasn’t until the NAKED team came up with the campaign photography angle using local female photographers that we knew we had something strong.’
adidas Communitas x Naked will be available for purchase on Saturday, March 16th at 11:00.
EU 36 2/3 – 43 1/3