Cult following is of invaluable benefit to brands, so when two such cult powerhouses partner up, the benefits to both brand and consumer are incredible. Cue: the adidas Originals Star Wars collection.
adidas Originals Vice President, Ben Pruess comments: “Like adidas Originals, the ‘Star Wars’ brand has a long and rich history of being a leader, leaving an indelible mark on pop culture.” A representative from the film adds: “Lost a planet Master Obi-Wan has. How embarrassing”.
Where was I… One of a vast number of Star Wars creative collaborations by the good folk at Twentieth Century Fox, the adidas Originals Star Wars collection designs, whilst bearing Star Wars character names, remain actually quite subtle, with the designs borrowing simply from the colour palettes and general aesthetics of the films.
adidas have cannily supported the collaboration with a dedicated microsite where true diehard fans can download some of the glossy designs as wallpapers, while letting their cohorts know via the Facebook social networking tie-in application.
If you aren’t really that much of a sneaker-freak, you can at least bathe in glory in the celebrity-fest that is the campaign advert. And fear not, the noticeable absence of any Jar Jar Binks shoes should ensure that both Star Wars’ and adidas’ integrity remains… The force is strong with this one.
