adidas Originals and Avavav Debut Subversive Collaboration with FW24 Collection

In an irreverent twist on the usual runway spectacle, adidas Originals and Avavav unveiled their inaugural collaborative collection at Milan Fashion Week's Spring/Summer 2025 presentation. Billed cheekily as an attempt to break a world record in short-distance running, the launch showcased a partnership rooted in creative provocation, humor, and boundary-pushing design. The independent fashion house Avavav, helmed by Creative Director Beate Skonare Karlsson since its founding in 2021, has earned its reputation for bold, tongue-in-cheek collections that resonate with the digital generation. This latest venture with adidas Originals is no different.

Staying true to Karlsson’s disruptive design ethos, the adidas Originals by Avavav collection reimagines sporting classics through a playful, ironic lens. Rather than offering a tribute to adidas' storied athletic heritage, the collection opts to "Avavavify" signature pieces into exaggerated, statement-making forms. The result is a collision of fashion and sport that feels both fresh and daring, rooted in the familiar but undeniably bearing the rebellious Avavav DNA.

“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!” Karlsson enthused. “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 creative license gave Avavav the freedom to challenge expectations, pushing the limits of traditional sportswear aesthetics.

The campaign accompanying the Fall/Winter 2024 collection continues the theme of subversion. Dubbed "The Worst Game You’ve Ever Seen," it features a cast of models humorously embodying the worst of amateur sport. With a series of fumbles, missed kicks, and spectacularly chaotic moments, the game unfolds on a concrete pitch, mirroring the absurdity and mishaps of everyday life. This mock-sporting "spectacle" underscores the tongue-in-cheek attitude that lies at the heart of the collaboration, as an indifferent audience watches with bemused expressions.

Ultimately, the adidas Originals by Avavav collection epitomizes the spirit of playfulness and satire, casting a critical eye on both sport and fashion’s self-seriousness.