During the Spring/Summer 2025 presentation at Milan Fashion Week, Adidas Originals surprised everyone with a show. They teamed up with a young brand called Avavav, led by creative Director Beate Skonare Karlsson. The event was jokingly advertised as an effort to break a world record in short -distance running and it certainly caught the public’s attention!
Avavav started in 2021 and is known for its playful style. The brand likes to challenge fashion norms and bring a new perspective to how we view clothing. Their designs are often funny, quirky, and very much inspired by internet culture.
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The new collection, called Adidas Originals by Avavav, it takes those classic styles and gives them a fun twist. Karlsson shared that it is a dream for her to collaborate with such a well-known brand. She enjoyed adding humour to Adidas’ strong identity, experimenting with the nature of both sports and fashion through a playful lens.
To highlight this collection, the campaign is titled “The Worst Game You’ve Ever Seen.” It features models who aren’t exactly star athletes, engaging in a rather silly game of football. The scenes are filled with funny accidents and blunders, set on a concrete pitch where the crowd looks less than excited.
The footwear in the collection centers around the famous Superstar sneaker. However, they have been transformed with Avavav’s four-finger motifs. The clothing includes playful pieces like a cropped track top, matching track pants, an extended track robe, a second-skin top for layering, and a striking puffer jacket with shoulders that look hunched over.
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There are also fun accessories available, such as caps and three-fingered football gloves that add a whimsical touch to the collection. The first Adidas Originals by Avavav collection was launched on November 21, 2024.
