Written by Guest Blogger Madeline Rudin
No longer is Adidas encouraging wearers to spend all day dreaming about sports… just some of the day. The acronym is transitioning as the SLVR Spring/Summer 2013 ad campaign proves that Creative Director Dirk Schönberger continues to engage in dreams about high fashion, as well. Still geared towards an athletic audience, the newest collection infuses bold colors and Hawaiian prints into a line of tailored active wear that will keep consumers just as well suited for style on the street as they are for comfort in the gym. Inspired by martial arts, Fight Club and the human form, simplicity and convenience were key elements in creating a collection of mix and match separates that embody a go-anywhere mentality—further demonstrated in the campaign video, directed by Willy Vanderperre. Glorified active wear or simplified formal wear, Adidas is dreaming about a successful collection.