“Working with a brand like Adidas is such an incredible opportunity,” Pharrell said in the statement. “From the classic track suit to growing up in Virginia wearing Stan Smiths [sneakers], Adidas has been a staple in my life. Their pieces are timeless. This is an exciting partnership for both me and Bionic Yarn.”
Bionic Yarn is Williams’ textile company, which recycles plastic and transforms it into wearable clothing. The fabric will be infused into several pieces from Pharrell’s Adidas line, set to debut this summer.
Dirk Schonberger, global creative director for Adidas Sport Style, said, “I am truly thrilled to work with Pharrell. He is a pop culture icon that never fails to inspire, not just through his musical talent and craft, but through his many other interests. He is the perfect fit for the multifaceted company that is Adidas.”
Pharrell is more than perfect, an artist that’s as appreciated in the street style world as he is in a recording studio. His Billionaire Boys Club clothing line has been a staple buy amongst peers like Jay Z. And he’s collaborated with houses as varied as Louis Vuitton to Reebok, creating a now defunct Ice Cream sneakers line. There’s no doubt that this latest pairing will lead to fruitful, appealing results.
Williams joins fellow musician Kanye West as an Adidas designer with a line in the works. However, West’s comes out months later in the fall. Kanye, who has released two highly coveted sneakers with Nike—the Yeezys—signed with Adidas last winter after turning down the swoosh boys’ proposed contract because they didn’t offer him royalties and back-end cash for his work.
Fans will have to wait a bit to see what the clothes and sneakers look like from both of the guys. But with Pharrell and Kanye on their team, Adidas is certainly out-cooling Nike as a lifestyle brand.