Adidas Originals Partners with Doodles for Coi Leray-Inspired Collaboration
Adidas Originals and media company Doodles have teamed up again to work on a collaboration inspired by musician Coi Leray. The collection includes limited-edition apparel, sneakers and digital wearables.
In Doodles’ forthcoming animated special “Dullsville and the Doodleverse,” Leray voices a character named Deysi, who will also be featured in her music video “Not in the Store” produced by Pharrell Williams. The new Adidas campaign showcases Deysi wearing Adidas Originals products, including shoes.
Erika Wykes-Sneyd, vice president and general manager of Adidas /// Studio, told FN, “For 50 years, adidas Originals has been merging fashion and entertainment, and this partnership with Doodles is the next step in that journey. We’re blending our rich heritage with the vibrant world of Doodles to create a new kind of entertainment experience. Our focus remains on honoring our legacy while continuing to push the boundaries of culture and innovation.”
The enduring Adidas superstar is patterned with Deysi’s face, which resembles a daisy; additional Doodles branding is featured on the classic silhouette as well.
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Wykes-Sneyd explained the thought process behind the design: “We aimed to capture Deysi’s vibrant personality while staying true to the iconic adidas Superstar silhouette. The result is a playful yet timeless design that bridges classic style with contemporary culture, appealing to both long-time adidas fans and new audiences.”
In August, Doodles and Adidas Originals will present to fans a “pack ripping” experience which involves unlocking digital and physical limited edition products including Adidas Originals apparel, shoes and digital collectibles. A select few will have the opportunity to redeem tokens for physical products including the Superstar shoe and the Originals x Deysi tracksuit. All packs include digital collectibles that can be utilized to style Doodles avatars in the Stoodio.
Adidas Originals previously collaborated with Doodles on the “Pharrell Pack,” which included digital collectibles from Adidas, Humanrace, Billionaire Boy’s Club and Ice Cream.
“After the incredible reception to our first collaboration, we’re thrilled to partner with the adidas Originals team on a new range of physical products and digital collectibles,” said Julian Holguin, CEO of Doodles. “With the upcoming release of ‘Dullsville and the Doodleverse,’ we’re proud of the ways we’ve organically embedded their classic styles into our animated special and Coi Leray’s music video. This partnership is about delivering for fans – and we know they’re going to love the limited-edition tracksuit, shoes, and digital items.”
