It was bound to happen "Sooner or Later".
I could probably come up with a better N.E.R.D reference, but now, it's finally official. Pharrell Williams and Adidas are locked in for a long term partnership, making the musician/producer the latest big named "Original" in what's been a string of strong signings for the Three Stripes.
The nature of the collaboration is yet to be seen, but regardless, it'll be one that a lot of people will be paying attention to. Not only is Pharrell joining a brand that links up with designers like Jeremy Scott, Raf Simons, Rick Owens, and Yohji Yamamoto on the regular, but he'll be back in relatively close proximity with Adidas' other recent high-profile signings: Kanye West and Nigo.
This is big news not only for sneaker collectors, but also for people who pay attention to "streetwear", street fashion, or whatever its called these days. Kanye West and Pharrell Williams have single-handedly dictated trends and influenced buying habits for so long now. In short, both of them are the barometers of what's cool on so many levels. I could watch the "Sooner or Later" music video right now, go to a mall and keep a mental note of how many people are only starting to adapt the look Pharrell was rocking in it. And that video came out in 2009.
And when you look back even further to the time when streetwear was on the verge of going big, it was Pharrell and Kanye who pushed a relatively obscure Japanese brand called A Bathing Ape into the hypebeast's collective consciousness. And who was behind the storied brand? Nigo.
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| Remember those times? |
Who knows if they'll be working together on things, but the mere thought of having all three of them working for one brand is sure to keep sneaker collectors, streetwear fans, and even high fashion followers on edge. Check back regularly for any information regarding the Pharrell's Adidas collaboration! The same goes for Kanye and Nigo's as well. I just hope Pharrell's collab doesn't include that weird mountie hat though.
I love this post.
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