Unlike Adidas lifestyle capsule collections with the likes of Prada, Wales Bonner, and Pharrell, Athletics is all about gear for actual sports. “The ambition is no hype, no collabs, no lifestyle,” he says. “We don't need Adidas to make lifestyle stuff. We wanted to come to Adidas and do something we can't do on our own.”

Result? It looks like something you’d find at a luxury fashion boutique rather than at Dick’s Sporting Goods.

December 08, 2023