ADIDAS OZWEEGO IS TAKING OVER PRIMAVERA SOUND

adidas continues with its futuristic look to the past of running. In line with their successful Yung and LXCON models, now it’s Ozweego, a name that has its origin in a saga of technical models from the nineties.

Two decades later, the current places us at the same place as the first Ozweego, between dad shoes, bulky silhouettes and taking a chance on cheekiness over comfort. Putting a spin on adidas’ historical archive, it’s not about recreating original lines, it’s about renewing it with a wink to the colour of the 1998 silhouette. The final motive, updating the original purpose of a sneaker that intends to stay with you wherever you go.

At SVD we’re taking the adidas Ozweego on a festival, and we complete them with items that stand out with ombré, tie-dye and wild patterns for the next Primavera Sound, a place that has a very close relationship with the brand of the three stripes. adidas celebrates ten years of collaborating with Primavera Sound at EL PUNTO, a place that blends urban references and street football with a line-up that has been commissioned by Yung Beef. It will be the new stage of Primavera Sound that is held from May 30th to June 1st at Parc del Fòrum in Barcelona in which we’re waiting to see you with some of our look proposals.

  • Photos: Q & Cumber
    Creative direction and styling: Alfredo Santamaria
    MUA: Guillermo Matellano
    Stylist assistant: Alfred Vivas