In 2022, the Spanish football club of the real Madrid and sportswear brand adidas Y-3 they want to celebrate their birthdays together. The team You meringuesin a meringue-colored white coat, is 120 years old while the joint venture between yohji yamamoto Y adidas celebrates its 20th anniversary. How to honor this double anniversary? Real Madrid for the first time in its history dressed in black to face its historic rival Barcelona.
The alliance between Real Madrid and adidas Y-3 has illustrious precedents: in the 2014/15 season, Y-3 designed the Spanish club’s third kit with the iconic white dragon on a black background; in 2020, the same jersey was reworked by Pharrell Williams for his collection Human race.
On this occasion, the collaboration goes further because it includes clothing and accessories both on and off the field of play to perfectly merge the fields of sport and fashion, in the name of the same symbolic code based on the concepts of speed and dynamism. .
The collection features a fourth black kit with white details and a fifth pink goalkeeper kit, both with Y-3 branding and hand-painted adidas three stripes, numbers and names. The warm-up jerseys, jackets and shorts also feature reflective inserts and are accompanied by accessories designed for off-pitch enjoyment, such as a long scarf and toiletry bag.
In addition to the garments, adidas Y-3 presented an advertising campaign titled The ceremonywith the stars of Real Madrid: Karim Benzema, david praises, Ferland Mendy and the club legend Iker Casillas.
Since 2002, adidas Y-3 has united fashion and sport
Real Madrid and adidas Y-3 have combined a perfect marriage because they have many points in common. Both can be considered undisputed pioneers in their field. If Real Madrid was the first team to lift the European Champions League since 1992 in 1955-56 and is the only club to have won it five times in a row, the adidas Y-3 holds the absolute record among the brands that have bet about the fusion of haute couture design with sport.
In 2002, the then-veteran Japanese designer yohji yamamoto, born in Tokyo in 1943, had a vision. Way ahead of designers of the caliber of Rafael Simons Y Rick Owens started working with adidas, long before anyone could even imagine seeing the continued collaborations of jun takahashi with Nike and in times when the tendency to wear garments originally designed for sports activities in glamorous or formal contexts had not yet been summed up by a marketing expert in the term athletics, Y-3 was already there. Yamamoto and adidas have basically defined the meeting point between fashion and sportswear.