Adidas Originals and the British-born international retailer END. have announced the next chapter of their long-standing partnership, this time diving into the fast-growing sport and underground culture of fly-fishing. This collaboration aims to captivate a new generation of anglers who seek to disconnect from the daily grind and reconnect with nature. This unique collection celebrates the heritage of fly fishing, dating back to 200 AD, while merging it with contemporary casual style.
Adidas trainers, particularly from the late ’70s and early ’80s, have been a staple among football fans and the casual culture that emerged during this period. Football Casuals, a subculture of fashion-conscious football supporters, popularised Adidas footwear as a symbol of their identity. The Gazelle, Samba, Tobacco and other models became synonymous with the terraces, influencing style trends far beyond the stadiums. This new collection continues that tradition of blending sports heritage with fashion-forward design.
The END. x Adidas Originals collection is inspired by the favoured fly-fishing technique, celebrating the sport’s functional and utilitarian attire as well as the outdoor lifestyle it promotes. The design teams from both brands have reworked angling uniform staples through the contemporary casual lens of END., appealing to a new generation rediscovering nature and the art of fishing. The campaign, featuring UK rapper, grime MC, DJ, and TV personality Big Zuu, encapsulates the joy and serenity of fly fishing. Big Zuu, known for his dynamic presence in the UK music scene, immerses himself in the much-loved pastime, reflecting the collection’s blend of tradition and modernity.
The collection comprises everyday fishing essentials such as cargo pants, fishing vests, and bucket hats, along with tees and sweats. The earthy tonal color palette is inspired by the riverside and popular fly-fishing catches like wild trout, bass, carp, pike, and salmon. Each piece features a custom graphic depicting a cartoon-style fish between the Adidas and END. logos, nodding to vintage-inspired tackle packaging.
Footwear is a standout in this collection, featuring the Adidas Tobacco from the early ’70s, reimagined inspired by the UK’s native trout, available in Wild Pine and Ecru Tint. Additionally, the Adidas Mocaturf, inspired by nature, geology, and traditional craftsmanship, showcases a moccasin-inspired upper with three stripes mimicking fishing lures. The tongues are detailed with the capsule’s bespoke graphic, further enhancing the fly fishing aesthetic, and are available in Wild Tint and Sand.
To celebrate the global launch of the collaboration, END. x Adidas Originals will bring their very own tackle shop to END. Manchester, located at 12-14 St Mary’s Gate, Manchester M1 1PX, starting Saturday, May 25th. Consumers will have the opportunity to win exclusive items from the collection through a game that tests their fishing technique, fostering a spirit of friendly competition. This event underscores END.’s commitment to community engagement and their dedication to inspiring and uniting enthusiasts through unique experiences.
The END. x Adidas Originals “Fly Fishing” collection will be available on May 24, 2024, with footwear accessible via END. Launches, and apparel and accessories available for purchase from endclothing.com. This collaboration not only celebrates the heritage of fly fishing but also continues Adidas’s legacy of merging sports and fashion, a tradition that has resonated with football fans and fashion aficionados since the late ’70s and early ’80s.
The END. x Adidas Originals “Fly Fishing” collection is a testament to the enduring appeal of blending sports heritage with contemporary fashion. It echoes the casual culture that has long embraced Adidas trainers as a symbol of style and identity, now extending that legacy to a new generation of nature enthusiasts and fashion-forward individuals.
ABOUT END. | Founded in 2005, END. was created through a shared passion for fashion, design, art, and music. Through this passion for culture, the collective vision was to bring world-renowned names, emerging designers, and cult brands from all corners of the globe to northeast England’s like-minded community. From humble beginnings, END. has emerged as a leading fashion, sneaker, and design destination.
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