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Adidas Y3 Trainers
 During the 1990’s the Adidas marketing team were keen to create a more street wear based image for the brand and to target youth sub culture with their products and in particular with their range of footwear, and to do this they realised their sneakers needed to be less sports influenced and more fashion influenced. With that in mind they decided to team up with fashion designers to create small capsule collections to directly do market research. Towards the end of the decade Adidas teamed up with Yohji Yamamoto, a Japanese fashion designer of the highest calibre, who has previously worked with French luxury goods retailer Hermes to initially create a range of Adidas Y3 Trainers. Y3 Trainers combined the traditional look of an Adidas sneaker, for example the traditional three stripes with the futuristic and Japanese influenced design that Yamamoto is famous for. Originally commissioned for just one collection Adidas Y3 were so instantly popular that it was commissioned as a fully-fledged brand in its own right. Taking their name from sports three of the most popular styles within the range include Y3 Sprint, Y3 Boxing and Y3 Field. Other popular styles within the Y3 Footwear collection include Y3 Honja and Y3 Kazuhiri. |
