Ovechkin, Malkin & Kuznetsov Prank. Mascots Made in Russia
Sports equipment designed by Russian stars
Creation of equipment together with athletes is no longer new for most brands. Some of the most valuable collaborations are Kanye West's Yeezy, Pharrell Williams' Superstar Supercolor and Rihanna's Fenty Puma line. But today we decided to take a look at the Russian market and tell about the most striking examples of cooperation between domestic athletes and simply media personalities with manufacturers of sportswear and footwear.
Asics GEL-Quantum 360 5: Artemy Lebedev x Asics x Moscow Metro
In 2019, Artemy Lebedev developed a unique design of Asics GEL-Quantum 360 5 sneakers, inspired by the Moscow metro. The upper of the pair is made in white so as not to distract attention from other details: there are 12 elements on the soles of the sneakers, each of which is painted in the color of one of the metro lines, and on the heel there is a tape for quicker shoeing of sneakers with the branded pattern of Moscow Transport. The tongue is quite stylistic - it is bright red and eye-catching.
The model was released in a limited edition of 1000 pieces, 300 of which come in a special set from the unique Troika card with the Asics logo, lace locks, reflective keychain and two icons.
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LA Cortez: Nike x Maria Sharapova
In the spring of 2018, Maria Sharapova together with Nike presented the limited edition LA Cortez model. Inside the box, with a gold engraved quote from Maria, was a pair of pink, matching the box, sneakers. The athlete, she said, was inspired by the style of her second hometown - Los Angeles, more specifically Manhattan Beach.
The next pair was released in the same year, but its design already carried a lot deeper meaning. They were the same classic Cortez, but in a sandy color. The sneakers were again associated with the city, this time in autumn New York. Only women worked on the advertising for this model, and the promotional campaign was accompanied by the following message:
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The cooperation between Nike and the athlete does not end there. Now the creature modelIt also comes in a rich deep gray.
Reebok Club C 85 TG: Reebok x OXXXYMIRON
In 2017, Russian battle rapper Oxxxymiron, together with Reebok, released a whole collection called Whole life on the road, referring to the artist's constant touring. The main color palette consisted of shades of gray and yellow - the colors of the road markings. The Reebok Club C 85 TG sneakers are definitely the key item of the collection. A classic tennis model made of soft suede was chosen for the collab. On the back is the same line from the song City under the sole.
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Nike Football Box
Especially for the World Cup in Russia, Nike, together with the curator and organizer of the Faces & Laces project Dmitry Oskes, gathered representatives of street culture with their unique views to create a collection dedicated to the interaction of street fashion and sports. It was named the Football Box.
The collaboration participants were the creative association Zuluwarrior, DJ Cyber69, Vsevolod Sever Cherepanov and the team of the Belief concept store.
Zuluwarrior worked on a football jersey based on the uniform of the Russian national team in 2008, a scarf with symbols unions and a stylish hoodie.
Sever and Cyber69 presented their view on football equipment : jersey and shorts. Vsevolod's uniform has an integral attribute of most football boxes in Russia - a netting. Cyber69, in turn, has given form to the Via Sacra (Sacred Road) philosophy - a red logo with arrows that reflect movement and development, a reflective print on the solar plexus to indicate where energy is concentrated and a mind map on the back.
Belief presented casual basic clothes: a bomber jacket, a T-shirt, trousers and a sweatshirt with large inscriptions Moscow, their logo, a drawing of a football box and text about the philosophy of street football.