Vice colours Adidas

Back in 1983, Adidas introduced adicolor - plain white footwear that came equipped with special quick drying pens, allowing consumers to customize their sneakers - a concept that was well ahead of its time. Now that customization is all the rage, adicolor is back, except this time the German sporting goods giant has brought on various global partners, considered to be icons in the realms of fashion and art, to collaborate on the collection.

Back in 1983, Adidas introduced adicolor – plain white footwear that came equipped with special quick drying pens, allowing consumers to customize their sneakers – a concept that was well ahead of its time. Now that customization is all the rage, adicolor is back, except this time the German sporting goods giant has brought on various global partners, considered to be icons in the realms of fashion and art, to collaborate on the collection.

One of those partners is NYC-based Vice, which was assigned the colour pink for its contribution. The Canadian-born magazine, which has turned into an international brand selling records, books, TV, fashion, and more, designed a jacket and sneakers out of white denim, incorporating elements from its clothing line, as well as the logo of its Old Blue Last pub in London, U.K.

Ben Dietz, director of business development for Vice, says the campaign also included a contest that invited readers to customize a black-and-white colouring book-style insert, distributed inside Vice’s March issue. Five winners were awarded the merchandise, which went on sale worldwide last month.

Vice also organized parties in various international cities, including Toronto and Vancouver, which drew between 300 and 500 people. As a partner to Adidas, Vice is in good company; other designs include Jim Henson’s Muppets, Betty Boop and the work of Emilio Pucci.