adidas x Human Race: a missed opportunity? The strategy of the German brand has penalized the shirts designed by Pharrell Williams
Between Saturday and Sunday, in London, Turin and Manchester, the new Human Race x adidas jerseys debuted at the same time, with the uniforms of the best clubs of the German brand redesigned by Pharrell Williams - those of Real Madrid and Bayern Munich are still missing. There have been many positive comments and many appreciations on social media, yet what could have been a milestone of fashion football has passed quietly, mainly due to the strategy chosen by adidas in the launch. In fact, despite the originality and aesthetic charm of the individual jerseys (plus the fundamental presence of Pharrell Williams and the great top clubs of Europe) the storytelling of the product risks devaluing its value.
To say, Jordan's agreement with PSG guarantees the French considerable visibility and the relationship between club and brand is exclusive, unique, with products dedicated exclusively to Paris. The same as when Palace designed a collection with adidas for Juventus: the shirt and sweatshirts made for the Bianconeri. The partnership between Milan and Slam Jam is also a more specific and territorial act, linked more to the Milanese fan base of the Rossoneri.
They are products that have made clubs fashionable elements, but with their own logo and name strongly present in the collaboration relationship. Instead, it is precisely the typicality that is missing from the adidas collection. The quality of the product - original and aesthetically very beautiful idea - is certainly not in question, but the sense behind the combination on the same level as the best adidas clubs. In fact, after the release of the weekend, the result of the uniforms of Human Race x adidas was on the one hand the appreciation for the product and the achievement of immediate popularity, on the other, the attenuation of a commercial vehicle football club for third actors. Pharrell Williams' entry into football via adidas comes at a particular time, when there is less interest and visibility around football and it is a waste considering the hype of the singer - who already is a football fan thanks to Tyler, The Creator and his collection of football jerseys.
