Prada for adidas

Prada for adidas

Craft over everything.

The hand-made story behind the collaboration of two iconic brands.

For the next chapter of the Superstar’s story, the ultimate luxury-maker set out not to change its story, but to perfect it—crafting the white leather symbol in its own factories in Italy, with the highest quality materials, manufacturing practices, and principles.

A radical overhaul. But a considered outcome. This collaboration was about one thing: CRAFT OVER EVERYTHING.

To honor the immense effort that went into the making-of this sneaker (and bag—neither sold separately), we created a campaign that was made entirely by hand.

In a miniaturized version of the Prada factory, the process unfolded from start-to-finish—the emphasis on the role of the disproportionately large hands as they crafted the new Limited Edition products.

A massive effort, on the smallest scale. A deft hand at the core. Craft over everything. Prada for adidas Originals.

Launching in SS20–and selling out minutes later.

Part two continued the concept across 3 new colorways.

Creative Directors: Ferdinando Verderi, Jeph & Hunter
Director & Photographer: Lernert Engelberts