Adidas reportedly gave an early release of its tie-dye pack to members of its Creators Club, the brand’s membership program that helps fans earn points for purchases.
The in-app-only drop included four new colorways of classic Adidas sneakers, including a pastel tie-dyed NMD_R1 and a white Rivalry Low with seafoam green overlays and tie-dyed three stripes.
The capsule also included a watercolor-style rainbow canvas Superstar (a divergence from the shoe’s typical smooth leather uppers) as well as a Stan Smith sneaker with a subtle tie-dye heel counter.
One Twitter user shared yesterday a screenshot of the exclusive access page that gave a glimpse into what fans saw from within the Adidas app.
Tie-dye is a growing trend among brands and designers, but is also a popular at-home DIY activity with its easy-to-do technique that requires a blank canvas and colorful dye. The pattern picked up traction during spring ’20 shows like Versace in Milan, where the print became a focal point for upcoming seasons.
The pack isn’t the German athleticwear powerhouse’s first venture with tie-dye. Adidas partnered with sneaker retailer Nice Kicks in November 2019 for a colorful take on UltraBoost shoes. Titled Nice Kicks x Adidas Consortium UltraBoost “Encore,” the sneaker released for the 50th anniversary of Woodstock and featured a radial tie-dye upper, a translucent cage and a gum outsole. Together, the brands preceded that release with a white version of the shoe with rainbow tie-dye print that dropped in August 2019.
In January 2019, Adidas additionally released another tie-dye sneaker colorway for Super Bowl 53. In collaboration with Foot Locker; the brands created the limited-edition running sneaker and cleat dubbed the AM4ATL or Adidas Made For Atlanta, where the 2019 Super Bowl was hosted.