When adidas Originals launches a new product, it likes to mix things up a little. Cue a Parisian takeover with a difference earlier this month to celebrate the latest iconic drop from the brand – the Deerupt sneaker.
With international media and style-setters congregating in the French capital, kitted out like street-style supremos, guests embarked on a 36-hour adventure into the world of virtual reality, architecture, and an exploration of the grid design that formed the inspiration for the sneaker – all within the hallowed doors of the Louvre in the City of Light.
The choice of such an historical venue is key to understanding Deerupt, which looks to the archives of adidas heritage before reimagining a new, contemporary sneaker featuring house codes. The grid was originally featured in adidas running silhouettes in the ’80s – in the New York runner and Marathon Training shoe – and finds its modern, fashion-forward manifestation in the latest sneaker. The grid design is stretched to cover the entire shoe, playing with notions of proportion, texture, layers, and perspective.
Inviting guests at the launch to enter interactive pop-up installations incorporating the grid formation, and to walk through a warped, mirrored, arched entrance, and experience a virtual reality landscape constructed from the grid, adidas Originals set out to create an immersive, futuristic environment that was juxtaposed against the historic setting, highlighted to powerful effect by the sneaker being projected in all its technicolour glory onto the L’Arc de Triomphe du Carrousel.
Launch model Solar Bird brings together two iconic adidas shades, Solar Red and Bluebird, and features an ultra-lightweight construction, knit uppers covered in stretchable netting, as well as foam pockets moulded along the shoe’s interior to create supportive compression for extra comfort. This means that, although Deerupt may invite you into a world of existential questions, asking you to consider the fluidity of boundaries, the construction of the world around you, and the border between the real and virtual worlds, significantly for Grazia girls, it won’t disrupt your style.