Emerging Fervour

The feud between adidas and Puma is one of the great urban myths of economy. Whether it’s a real story or just a real good marketing trick, it worked out well for both companies. The story of two brothers who founded the Dassler Brothers Shoe Factory, split up in 1948 and founded adidas and Ruda, later named Puma. They built two factories in the same little Bavarian town on different sides of the river and never spoke to each other again.

Although the feud officially ended in 2009 it’s quite funny, that both companies start the new year with special collections that are as different as day and night. I won’t decide which one works better, but in my opinion the Puma collection is much more authentic.

adidas star wars

Last week, adidas launched its limited star wars collection in stores. Every piece is inspired by star wars characters and crafts, like the Millenium Falcon Stan Smith or the Yoda ZX 700 Boat. I’d say the Darth Vader Superstar Tracktop and the Famous Scenes Micropacer are a bit overdone, but you may love it, if you’re a hardcore Star Wars Fan.

I would have loved to see the Chewbacca Metro Attidude or the Han Solo Campus, but they haven’t made them. Hopefully they’ll come with the fall/winter collection 2010 adidas and Star Wars franchise are planning. Along with the Princess Leia trainers, which they apparently have made, but you can’t find them on the adidas website (yet?).

Anyway, the questions turns up, why adidas did this collaboration with Star Wars franchise right now. There’s obviously neither an anniversary nor any definitive plans for new films (just a rumour, that George Lucas wants to produce all Star wars episodes in 3D).

The launch is accompanied by a 60 second ad, a sequel of the 2009 adidas house party ad, where random celebrities celebrate originality. This time you can see David Beckham (metrosexually staring into the camera), Daft Punk (taking a walk with Darth Vader) and Snoop Dogg (doing some Hip Hop move). Honestly this a bit too much urban street culture and almost pathetic.

Puma Africa

Related to the Football World Cup 2010 in South Africa, Puma launches the Puma Africa collection this March. For the collection Puma collaborated with Kehinde Wiley, an afro-american artist, who is famous for his portraits influenced by african history and american Zeitgeist. Puma has been involved in African football for almost one decade and is currently sponsoring 14 African football teams.

Kehinde Wiley’s prints are traditional and modern and the pieces are colourful in a mature way. A highlight is definitely the Kehinde Tee with a Kehinde Wiley portrait print. My personal favorite is the Lead The Flock jacket with African graphic prints and red sleeves.