While meant to mimic the surprise drops of high-profile albums lately, there were actually clues posted around New York days in advance. Posters appeared that were emails between officials at Adidas Originals and Alexander Wang, discussing the collection and the use of the logo. The names and brands were blacked out, except for one of the email addresses with an Alexander Wang URL.
On the day before Wang’s show for his own new collection, someone went around and stamped the name of someone at Alexander Wang on the posters. Then, on the day of the show, just hours before the news of the Adidas collaboration went public, the Adidas Originals’ logo was stamped on the posters.
Adidas Originals’ vice-president of global brand communication Alegra O’Hare says it was the most unique launch the brand has worked on, and has set a benchmark for future projects. “Someone asked me the other day about which one of the Originals projects I’m most proud of–and I’ve been here for 10 years–and I said, hands down the Alexander Wang launch,” says O’Hare. “Because it was so unique and groundbreaking on all levels, we worked on everything to make an impact.”