Close
Search
Menu Menu
[gtranslate]

Pharrell Williams and Adidas collab on a sneaker

By
London, UK
0 energy + Add Energy
What is energy?
Want to show your appreciation? Give an article β€œEnergy” and it will help us know what you like.
0 comments
0 comments

Pharrell Williams and Adidas reunite for the colourful β€˜Now is Her Time’ collection which drops tomorrow after months of teasers.

Amidst the plethora of collabs that Adidas Originals has been running lately comes β€˜Now is Her Time,’ a vibrant range of sneakers with an important message behind each pair.

Following the ongoing #MeToo, Time’s Up and Black Lives Matter movements that are an integral part of our society today, the footwear label has teamed up with musician Pharrell Williams for a new campaign celebrating diversity and inclusivity.

https://youtu.be/xRqpwvApF-Q

I must say, it’s really refreshing to see this trend of promoting social justice that’s dominating the fashion industry at the moment reach the world of sneakers as well. The promotional shots for the campaign see an examination of race and gender roles with a wide variety of artists and activists that all come from disparate backgrounds and I love it.

Models of different skin tones and body sizes, architectural technologist Iddris Sandu, non-profit leader Nadya Okamoto and Black Lives Matter co-founder Patrisse Cullors are just a few of those involved, seen wearing Adidas attire and the shoes in a spectrum of colours.

Adidas is one of the many brands that has begun to step outside of its confines, looking to make more of an impact where impact is due. Primarily, the campaign is championing women’s rights.

β€˜Now is my time to show gratitude to women,’ says Pharrell in the promo vid. β€˜History was her time. Now is her time. The future is her time. It’s always been your time.’ Comprising of four models, the Solar HU, Crazy BYW, NMD and Adilette, every single item in the collection will be available in more designs and colours than ever before alongside complementary apparel including t-shirts, hoodies and shorts.

Awash with positive and powerful vibes, the 24 unisex silhouettes (for adults, juniors, kids and infants) are teeming with special little details and inspiring messages like β€˜INFINITE/SPECIES’, β€˜BREATHE/THOUGHTS’ and β€˜GRATITUDE/EMPATHY’.

From the basketball silhouette of the BYWs and the full-length gum rubber outsoles of the Human Races, to the multicoloured Boost of the Solars and the ankle strap equipped Adilette sandals, there’s truly something for everyone.


The whole assemblage is set to hitΒ adidas.comΒ and select retailers tomorrow, so let us know in the comments whether or not you’ll be copping a pair of these kicks.
Feature Media Manager & Senior Writer London, UK

Sofia (She/Her) – I’m the Deputy Editor & Media Partnership Manager at Thred, specialising in exclusive articles and live interviews, fashion and beauty with a focus on sustainability, women’s rights, psychedelics, and Latin America. I studied Spanish at the University of Exeter and International Journalism at City, London. Follow me on Twitter, LinkedIn, and drop me some ideas/feedback via email.

Popular

Keep up with thred by signing up to our planet-positive newsletter!

More from thred.

Gloucestershire’s β€˜Wear Not Waste’ campaign is encouraging clothing reuse
Credit: Wear Not Waste
Fashion + Beauty

Gloucestershire’s β€˜Wear Not Waste’ campaign is encouraging clothing reuse

The organisation wants you to think twice before tossing that jumper. As far as environmental catastrophes go, your wardrobe may not be the first culprit that comes to mind. But Gloucestershire Recycles, a coalition of the country’s councils, is here to remind us that our favourite fast-fashion impulse buys are part of the problem. Their latest campaign, β€˜Wear Not Waste’, is encouraging people to start thinking of clothes as renewable...

By Brighton, UK
Is the hype around adaptogenic drinks too good to be true?
Credit: Thred
Wellness

Is the hype around adaptogenic drinks too good to be true?

As Gen Z abandons beer and tequila for non-alcoholic drinks, β€˜functional’ beverages containing plant-based adaptogens are hitting the market at rapid speed. Unless you’ve been living under a rock, you’ll know that mushrooms are having their moment in the realm of wellness as of late. Scrolling on social media, you’ve probably seen advertisements for mushroom supplements, mushroom tea, or even mushroom coffee. If not in the form of hot drinks, you...

By London, UK
Is dopamine fasting a wellness trend actually worth trying?
Credit: Unsplash
Wellness

Is dopamine fasting a wellness trend actually worth trying?

Feeling nothing for a day in order to feel more later on is all the rage on TikTok, but does it actually work? Over the last decade, β€˜wellness’ has become such a ubiquitous part of mainstream culture that in 2024, it’s pretty hard to imagine life without it. A term coined in the 50s when people started realising that there’s more to health than simply treating illnesses reactively, it involves conscious...

By London, UK
Should fashion brands make pro-Palestinian clothing for profit?
Credit: Thred
Fashion + Beauty

Should fashion brands make pro-Palestinian clothing for profit?

Fashion companies using the emblems or slogans of social justice movements to sell clothing is nothing new. With support for the Palestinian cause growing globally, are brands treating the conflict as an opportunity to make sales? What happens when supporting a cause becomes β€˜cool’? Β More often than not, companies move to swiftly capitalise on it. There are a few examples of this in recent decades, but one that sticks out is...

By London, UK
Accessibility