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Pharrell Williams and Adidas collab on a sneaker

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Pharrell Williams and Adidas reunite for the colourful ‘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 ‘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.

‘Now is my time to show gratitude to women,’ says Pharrell in the promo vid. ‘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 ‘INFINITE/SPECIES’, ‘BREATHE/THOUGHTS’ and ‘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 hit adidas.com 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 Feature Media Manager and a Senior Writer 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.

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