Traditionally talking, when a trainer is released it might be available in two, perhaps three colourways; rare is the brand that will take a chance on producing the same item in 50 different – bold – shades.
It’s the same across the fashion industry, give or take the American Apparel's and GAP’s of this world. Who hasn’t spotted the well intentioned but ultimately ill judged ‘on trend’ canary yellow frock hanging around the sale rail well into the next season?
All this and more is what provides adidas Originals’ latest announcement with such an impact. In collaboration with long time team player Pharrell Williams, the brand just introduced the Superstar Supercolor, reimagining the classic (white/black) Superstar in 50 new colours.
“Supercolor is a celebration of equality through diversity,” offers Pharrell. “With 50 colours of the Superstar, everybody will be able to select his or her colour. It is more diverse than any pack ever before and therefore it is more individual than any pack ever before. With every shoe treated exactly the same, all colours are equal. No matter what colour you choose, you can be a part of Supercolor. Choose your colour."
The most empowering thing you can give a superstar – according to adidas Originals, in-keeping with its current campaign – is the freedom of expression, which is reportedly the idea behind the whole shebang.
The Superstar Supercolor is released globally on 27th March.