YEAR: 2010-PRESENT

Adidas maintains ongoing collaborations with some of the biggest names in the business, from Raf Simons to Kanye West and a gamut of others spanning skateboarding, fashion, and hip-hop. Designer fashion was largely inaccessible to many due to its high price points and elusive nature, but Adidas figured out how to deliver designer products to the masses: sneakers. With Originals as a platform for creative partnerships across categories, adidas has been leading a wave of cross-pollinating collaborations with a wide variety of names.

The crossover between luxury brands and streetwear brands is a story that has been told across the fashion world for a few years now. It is now common to see super upscale luxury products and affordable streetwear products being sold on the same shelves to the same customer. But using fashion week in particular as a stage for its own designs and collections feels like breaking new ground for a brand like Adidas.

“Consumers are no longer after simply a product, but they also seek an experience that’s unique to them — a concept that Adidas, for example, has seemingly mastered,” Corrigan said. “The visibility provided by the runway and the brand experience offered at Adidas illustrates the ultimate co-existing relationship between luxury and sportswear.”.