Posts in Category: Fashion
adidas Reveals New Limited Collection COPA Luxe Control
South Africa, December 10th – Today, adidas reveals the COPA Luxe Control, with new technical innovations that give fans a glimpse of the future of the franchise in 2025.
Designed for connection, the COPA is the choice for football’s architects who like to control the game, appreciate a silky touch and dominate the field with precision passing. The latest model has been updated through rigorous testing and cutting-edge innovation, to provide superior touch, control and comfort. The new features include:
- FUSIONSKIN – A seamless, quilted leather upper that provides a great fit and unrivalled touch
- COMFORT FRAME – The highest comfort proposition in the range for comfort and traction. An outsole made out of a high-performance piece and a softer outer frame to provide a transition between upper and outsole.
- FORMFIT – A novel fit construction combining padded heel, a primeknit tongue to optimize fit and lockdown, and a new, anatomically shaped sockliner developed in collaboration with Ortholite®. Created to help eliminate any excess space within the shoe, for the perfect interaction between foot and boot
The result is a boot designed to feel so comfortable, it’s like an extension of the player’s body, enabling the on-field architects of the team to do what they do best.
The COPA Luxe Control boasts a classy white colourway adorned with striking black and gold details, seamlessly combining a luxury look with the classic feel of the COPA franchise.The new COPA Luxe Control is now available in a laced version only, via www.adidas.co.za/copa, and selected adidas stores and retailers.
LEVI STRAUSS & CO CELEBRATES 30 YEARS IN SOUTH AFRICA
The global denim lifestyle apparel leader is focused on its direct-to-consumer and brand-led strategy to continue winning with fans in the market.
JOHANNESBURG, SOUTH AFRICA, Tuesday, December 3, 2024 – In November, Levi Strauss & Co. (LS&Co.) celebrated its 30th anniversary since entering the local market. Over three decades, it has grown from operating a single store to owning and operating over 34 brick-and-mortar locations across the country. Today, Levi’s® is at the center of culture in South Africa, and as a direct-to-consumer (DTC), denim lifestyle leader, focused on its long-term ambition of becoming a $10 billion company globally.
“Thirty years ago, LS&Co. was one of the first multinational companies to establish a presence in post-Apartheid South Africa. We created job and economic opportunities, planting what would be the seeds of our DTC-first presence in this market. Since 1994, the LS&Co. presence has grown as we stood alongside our fans during milestones such as Levi’s® Original Music and the Red for Life HIV/Aids awareness program,” said Amisha Jain, SVP & Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co.
Winning with women through the strength of the brand
Over the past 30 years, Levi’s® has extended its offerings and developed new lines, including Levi’s® Curvy, which speaks to the deeper role of fashion in enhancing South African women’s identities. Actress Nomzama Mbatha was chosen to be the face of the line in South Africa, representing the brand’s efforts to speak to the local market and advocate for body positivity and self-acceptance.
This year, Levi’s® Curvy grew by 42% in terms of revenue compared to the previous year and helped us increase our overall women’s share of business in South Africa. The Levi’s® Curvy line demonstrates the brand’s commitment to remaining at the center of culture, understanding of its South African fans, and speaks to the focus the brand puts on its customers.
Focusing on the fans
The brand continues to double down on its DTC-first strategy, and is committed to delivering the best shopping experience. Beyond the 11 NextGen Indigo stores across South Africa, LS&Co. is also driving digital growth with a seamless online and offline customer journey. This is also reflected in the Sandton and Rosebank stores, which are spaces centered around bringing together the fashion, art, and creative communities.
Looking ahead
As LS&Co. celebrates three decades in South Africa, the company remains dedicated to becoming a true fan-obsessed, world-class retailer by continuing to partner with its employees and loyal fans.
adidas Originals and Sporty & Rich Channel Retro Running Culture with their collaborative take on the SL72 Sneaker
South Africa, 26 November 2024 – adidas Originals and Sporty & Rich have again come together to introduce their latest collaborative footwear collection. Inspired by the timeless energy of the 70s, the Emily Oberg led brand brings its distinct aesthetic lens to the SL72 silhouette in three carefully curated colorways.
A deep cut homage to the archive, reborn for the streets of today, the adidas Originals SL72 Sporty & Rich features a nylon upper with suede overlays and leather stripes. High contrast colors and era defining palettes then complete the look in signature style.
For sport, for leisure, for play, for always. The adidas Originals SL72 Sporty & Rich drop will be available on 26th November at adidas.co.za and Sandton flagship store at a retail price of R2499.
adidas Originals and BAPE® are back to present the BAPE® Orketro Sneaker
South Africa, 22 November 2024 – adidas Originals and BAPE® are back. This time, continuing the trailblazing partnership with a collaborative first – a bold take on the 2000s inspired Orketro silhouette which was designed in Tokyo.
Drawing on an era defined by undeniable attitude and BAPE®’s unmatched influence on pop-culture, the label’s take on the Orketro sneaker features contrasting three stripes on the left shoe and an iconic BAPE STA™ on the right. Bringing a fresh new look to the silhouette, the collaborative look mixes mesh and enamel leather with the signature BAPE STA™ Y2K colorway as well as a 1ST LINE CAMO update to the upper overlay. In addition, co-branded ‘A Bathing Ape®’ and adidas Originals details punctuate the look throughout to cap it off in style.
Inspired by bold Y2K color palettes, the BAPE® Orketro arrives in two colorways – one in yellow, blue, white and green, and the other in tonal purple with white accents. Each pair arrives in a custom co-branded box with a blue mesh bag.
The BAPE® Orketro sneaker will be available on 23rdNovember 2024 at adidas.co.za, Sandton, Gateway and V&A waterfront flagship stores.
An Ironic Collision of Fashion and Sport: adidas Originals and Avavav Link Up for their Inaugural Collaborative Collection
South Africa, 21 November 2024 – First introduced during the brand’s viral Spring/Summer 2025 presentation at Milan Fashion week which was cheekily billed as an attempt to break the world record in short distance running, adidas Originals and Avavav link up for the launch of their inaugural collaborative collection.
Founded in 2021 and led by Creative Director Beate Skonare Karlsson, Avavav is an independent fashion house that has garnered a reputation for its subversive, boundary pushing approach. Known for its sharp wit, attitude, and commitment to creative provocation, the label channels the spirit of the internet age and brings it to life through pieces that are undeniably Avavav.
Staying true to Karlsson’s design philosophy, the inaugural adidas Originals by Avavav collection is an ironic collision of fashion and sport, manifesting in a bold reinterpretation of, rather than a tribute to, adidas’ sporting legacy. Here, classic archival pieces are “Avavavified” into striking, exaggerated forms.
As Karlsson explains; “It has been a long-time dream of mine to partner with adidas Originals. I’m honored and beyond happy to have the opportunity to play around with their incredibly strong DNA—it’s so much fun! From the beginning of our partnership, I was encouraged to ‘make fun’ of adidas. There’s so much irony in how seriously we take both sports and fashion and exploring that while maintaining a serious attitude has been incredibly fun.”
This innate sense of provocation and humor is brought to life in the campaign for the Fall/Winter 2024 collection which takes the form of ‘The Worst Game You’ve Ever Seen’. Featuring a cast of not-so-athletically inclined models, the film and stills depict a game of football that is anything but competitive, with a series of mishaps and sporting failures playing out on a concrete pitch in front of a less-than-engaged audience.
For the inaugural collection, the footwear is centered around the iconic Superstar sneaker which is reimagined with an attachment featuring Avavav’s signature four finger motifs. Moving to apparel, a series of instantly recognizable adidas looks are playfully subverted – including a cropped track top, matching track pants, an extended track robe, a second skin layering top, and an exaggerated puffer jacket with hunched shoulders. Rounding out the collection is a series of surreal accessories, including caps and three-fingered football gloves that add a touch of whimsy.
The first-ever adidas Originals by Avavav collection launches on 21stNovember 2024 and will be available at adidas.co.za with prices starting from R2199