Nike and Adidas are the trend setters when it comes to sporting fashion but it seems the two companies are trying to shed this image and expand their fashion offering. According to recent figures, the British fashion industry alone is worth around £26 billion and this is growing year on year. It’s easy to see why Adidas paid for David Beckham to endorse a casual line because of his prominence on the global fashion scene.
Nike have recently announced a new capsule collection titled NikeLab x JFS with Berlin based Acronym designer Johanna F. Schneider. Similarly, Adidas is set to unveil a new collaboration with Junichi Abe’s Kolor. The Nike brand has always been synonymous with athletes but the company has recently signed fashion model Karlie Kloss. This clearly symbolises how Nike want to transform its high street image to high fashion. The same could also be said for Adidas, who have had celebrity endorsement lines with Stella McCartney and Yohji Yamamoto (Y3).
We live in a age where profit is king and this seems like a lucrative way in using both companies brand to accentuate their appeal through a combination of celebrity endorsement, high fashion models and niche collections. It remains to be seen whether both brands would be able to compete with the likes of household fashion labels such as Hermés or Reiss. But what does seem apparent lately is everyone wanting a slice of the action. And it certainly seems Nike and Adidas have done most of the legwork!