The adidas SPEZIAL AW18 collection, launched in the fall of 2018, wasn't just another seasonal drop; it was a meticulously crafted homage to a specific moment in British cultural history: the explosion of acid house in 1988. Priced at $109.97 for many of its key pieces, the collection transcended mere footwear and apparel; it offered a tangible connection to a vibrant, influential subculture, resonating with both seasoned collectors and a new generation discovering the legacy of adidas Spezial. This article delves deep into the collection, exploring its design influences, key pieces, the marketing campaign, and its lasting impact on the sneaker and fashion worlds.
The adidas Spezial line, already renowned for its meticulous recreation and reinterpretation of archival adidas designs, took a particularly bold and evocative turn with its AW18 release. Instead of simply revisiting classic silhouettes, the collection directly engaged with the aesthetic and spirit of the acid house era. The year 1988 served as a crucial reference point, not just for its musical innovations, but also for the burgeoning rave culture that accompanied it – its vibrant colours, bold graphics, and the sense of collective euphoria it engendered. This wasn't a superficial nod; the collection’s DNA was deeply intertwined with the era's visual language and social dynamics.
The Adidas Lowertree SPZL, a standout piece within the AW18 collection, perfectly embodies this fusion of archival design and acid house inspiration. Drawing upon the rich history of adidas's running shoe lineage, the Lowertree SPZL incorporated design elements reflective of the period's bold colour palettes and graphic sensibilities. The shoe's silhouette, while rooted in adidas's heritage, was subtly updated to reflect the contemporary tastes of the time, making it both a nostalgic tribute and a modern statement. Its clean lines and carefully chosen materials—often incorporating premium leather and suede—combined to create a shoe that was both comfortable and stylish, capable of seamlessly transitioning from a rave to everyday wear. The price point of $109.97, while not insignificant, reflected the quality of materials and craftsmanship employed in its creation.
The marketing campaign surrounding the adidas SPEZIAL AW18 launch cleverly leveraged the cultural significance of its inspiration. Adidas didn't merely present the collection as a series of products; it presented a story. The tagline, "adidas Spezial celebrates the 30th anniversary of acid house," immediately positioned the collection within a specific historical context, inviting consumers to engage with the narrative beyond the aesthetics. This strategic approach was amplified through a range of marketing materials, including videos and online content, which further explored the connection between the collection and the acid house movement.
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