Album releases have been synonymous with the reveal of sportswear. Artists with a sense of street style who have Grammy hits have used their artistic capabilities in ways beyond pleasing our ears. It’s not about selling basic band merch tees anymore, it’s about a much more serious design collaboration with big names in the athleisure niche of fashion. Drake released his collaboration with Nike at the same time as the release of his album Certified Lover Boy. These are not typical celebrity endorsements as these musicians are creative and work alongside creative directors. Their strong personalities are hard to hide as every aspect of their performance, clothes do have their importance on stage in large concert halls.
It’s the relationship between brands the stars grew up with to craft their individual looks whether it was Nike or Adidas. It’s a collection that consumers identify with their favorite musicians beyond the lyrical tunes. Where we can be on the move and work many hours towards our own personal goals while looking fiercely stylish in Western Culture which recognizes hard work. These stars make a case for men and women with their platforms to influence more hype around their fashion visions. Although celebrity-brand relationships are limited and can bring a big impact on sales in a short period of time, they are generally not long kept because few stars manage to make the impact as these musicians have.
Kanye West x Yeezy
Kanye West has a futuristic taste in his line Yeezy with Adidas began in 2013, where the debut Boost 750 in light brown sold out within 10 minutes. The Boost line of Yeezy was incredibly successful wherein 2015 the first runway collection where it took 18 months in the making. His debut Yeezy line featured simplicity where models wore flesh-toned body-fitting clothing in a dystopian runway. The bare personas amplified the focus on their tough bodies and their pairs of Yeezy sneakers were the only tool of protection they needed. The Yeezy line has since been a success with an expansion of shoes with the 500 High, Boost 350 V2, Boost 700 continue to sell out the genius behind this line is simplicity. The clothing line is a successful understated look to balance out his strong polarizing personality.
Drake x Nike
In December 2020, the classic puffer jacket in black or gold in Drake’s closet has hit the mainstream for Drake’s sub-label NOCTA for Nike. It’s a line Drake envisioned to be comfortable and adaptable for any mindset. The collection’s functional yet glamorized capsule included a hoodie, fleece pants, gloves, hat socks in university colors. A touch of Certified Lover Boy includes a lipstick-printed cap and pink quilted puffer jacket. For Drake, this is a moment in the making as Nike was the only brand he wanted. Every athlete he ever loved wore Nike, now as a world-famous entertainer, he gets to carry on the legacy and embrace Nike.
A$AP Rocky x Guess
The rapper began working with Guess in 2016 by looking at the 30-year archive of Guess and gave it a fresher twist for men and women with skinny jeans, acid-wash shorts and overalls. The collection was so successful where A$AP worked with Guess on three collaborations. For his second collaboration in Spring 2017, the rapper looked into the Eighties archive with color-blocked denim, high and low rise bell bottom jeans, and a T-shirt with a rainbow stripe motif selling out in hours of the collection’s release. A$AP rocky for a 90s inspired collaboration in 2017 in pale pinks, bright whites, and candy-striped, A$AP Rocky X Guess Club + I.C.C.C for the brand’s 35th anniversary. The love of vintage and the rapper continued on with a fresh drop of the vintage logo of Guess including stripes, crew necks, embroidered denim jacket. The latest collection released in December 2020, featured mainly striped tees in long-sleeve and short-sleeve options in classic washed out navy blue, white, yellow, green, and red. It’s a throwback collaboration to combine ASAP love of timeless Guess with music, art, fashion, and design. The rapper looked back upon the Guess vintage vault to bring about his own collection with the two S’s in Guess as dollar signs.
Rihanna, Selena Gomez x Puma
Rihanna is the brainchild behind her line Fenty x Puma where she designed sweats, shirts, and sneakers making a case for fabulous athleisure. In 2014 the relationship began with the launch of the Creeper Basketball shoe in 2015 and sold out within three hours. The Fenty line later released the popular jelly sandal and went through several global restocks. The sneaker was named the Shoe of the Year in Footwear News in 2016. Rihanna gave the runner sneakers a feminine touch as a tall lace-up boot selling for 0. Followed by a gothic-inspired runway presentation with an off-the-shoulder zip-up jacket, black lace-up bustier with a plain white tee, and a see-through long-sleeved puma dress with black tights and puma creepers. In 2018, the collaboration was presented at NYFW with a motocross-inspired theme with bodysuits in orange, purple, and black.
Selena Gomez debuted her Puma collection of shoes, clothing and accessories in December 2018, the collection was named “Strong Girl,” like the singer’s initials. It was a collection in dedication to the Nineties, the same decade the singer was born. The highlights of the collection included a burgundy beanie, a panther with rose Hoodie that reads “Strong Inside and Out,” and white sneakers with pink and red details. For her latest collection released in February 2021 the singer rocks a red and navy blue sports bra with matching trainers in a varsity theme. Her latest campaign also features the singer posing the white Cali sneaker behind the iconic California Palm tree. We see the singer’s love for California in this lineup.
Pharrell Williams x Adidas
Adidas unveiled its collaboration with Pharrell Williams in 2014 featuring a series of limited-edition sportswear jackets. The leather Adidas Superstar track jacket in leather in blue, red, and black bearing the traditional Adidas trefoil stripes. There are matching sneakers made from materials recycled from waste plastic from the sea. Pharrell Williams calibration with Adidas brought a fun silhouette in 2016 to the PW BOOST SLIDE in black, bright orange, and solar pink for adjusted comfort. Williams has brought innovative inspiration to Adidas since his debut, in 2018, the collection was inspired by Africa for the new SolarHu sneaker for men and women. In a colorway inspired by East Africa with gold, purple, cyan, and burgundy. The latest launch is the “Triple Black” collection comprised of 11 shoes created of Boost technology for comfort in any kind of weather. The signature Primeknit fabric and cushioning under the feet are perfect for shock-absorption with the “Human Race” branding for an ultra-cool look.
Cardi B x Reebok
Rapper Cardi B celebrated her 28th birthday with an announcement of a partnership with Rebook with her own line of sneakers Club C on November 13, 2020. The sneakers were in the classic chalk white, matte black, and gold, along with a translucent midsole and outsole with gold inside and outside of the shoe to inspire women to stay true to themselves. The collection sold out. The collaboration is ongoing with her latest single “Up,” with neon versions of her Reebok shoe collection on February 5, 2021. The Cardi Coated Club C Double Sneakers come in hi-vis green, dynamic pink, and white.
Lacoste x Bruno Mars
Uptown funk flair in a vintage unisex collection with polos, basketball shorts, and oversize collared jackets for the multi-grammy award-winning artist first fashion collaboration. Mars’ debut with Lacoste, Ricky Regal x Lacoste brings back the nostalgic, ’70s aesthetic in green, white, burgundy, and red color palette with psychedelic patterns, tye-dye, and velvet. The collaboration was created via zoom during the pandemic for the past two years with creative director Louise Trotter. The vintage throwback collection is to be released on March 5, 2021 in stores and online March 8, 2021. Ricky Regal is an fashion forward-thinking man who is another version of Bruno himself who would rock the entire collection. It’s a ready-to-wear line with Lacoste’s classic crocodile logo featured on Mars’ 70’s aviator glasses. It’s a stepped-up expensive approach to clothing in everyday life through Ricky Regal.END
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