C’est l’amour in Paris with adidas x Gucci

The award for the biggest tease of 2022 goes, without a shadow of a doubt, to adidas x Gucci’s anticipated collaboration. For most of this year, adidas x Gucci was on the tip of our tongues and fingertips, but that all changed when the sought-after line dropped a couple of weeks ago.

I don’t need to go into the details of why this meeting of masterminds has dominated our headspace since its debut during the FW22 ‘Exquisite Gucci’ Milan runway show. All you need to know is that when the two sartorial titans combined their sentimental nostalgias and unique heritages, the visual story and outcome were nothing short of retro-sportswear genius.

Last year Gucci celebrated its 100th anniversary under the tenure of Alessandro Michele, who since coming on board has propelled the brand to new heights, creating internet-breaking collaborations with the likes of Balenciaga, Comme des Garçons, and The North Face — and this latest adidas partnership is no different.

Merging longstanding Gucci emblems with adidas’ archival sports heritage, this new line has it all. From trefoil monogrammed tracksuits and oversized jackets to tennis-inspired polos, hybridized bags, and of course, the widely spoken about Gucci-fied Gazelles, the collection is a trippy and vibrant homage to not only Michele’s love of a ‘70s aesthetic and genderfluid silhouettes but to both brands’ love of breaking the status quo. Deconstructed and revamped, the pieces do up adidas and Gucci’s reworked emblems in a way that screams ‘I’m here,’ — so if you’re looking to blend in, this collection isn’t for you.

Let’s face it, the collaboration is a multi-faceted narrative and pure adoration of all things Gucci and all things adidas, with every piece identifiable back to its pedigree.

Referred to everywhere as a ‘marriage’ between the two brands, the collab is truly its very own love story. To capture this, we went to the one place in the world where romance grows, couples bloom, and hearts run free. Yes, you guessed it, say bonjour to our very own adidas x Gucci love story coming in hot from Paris.

Who better at the helm of our campaign than two Parisian inhabitants who know the city and its culture like the back of their hands? Through a series of conventional and not-so-conventional duos, director Simon Cahn, and photographer Reto Schmid, bring the adidas x Gucci union to life. With Paris and its culture creating the perfect backdrop and rich tapestry for our story to unfold, Cahn and Schmid take us on an era-bending metamorphosis through the ages, showing love and connection in all its various forms.

Cahn, who started directing at 19 and has since produced a short film with the legendary Spike Jonze, always brings a fresh eye to his work, dissecting the relationship between art and pop culture. Inspired by ‘60s and ’70 cinema and La Nouvelle Vague, adidas x Gucci in Paris traverses the emotional journeys of our character duets. In an almost mosaic-like structure, Cahn takes us on a surreal yet energetic and vibrant whirlwind that unravels amongst the city’s streets, cabarets, and the twinkling night sky.

“The visual style of the video echoes the retro DNA and bold colors of adidas x Gucci through these saturated colors and a glorious Super 16mm film,” explains Cahn. “We also used some ‘70s editing gimmicks like freeze frames, whip pans, and zooms.” The idea to use these Golden Age Hollywood tropes is Cahn’s way of putting the collaboration at the heart of the modern Parisian playground. Speaking of the Golden Age, it was the time when sports luxury started to boom, and this collection keeps that spirit well and truly alive.