ADIDAS ORIGINALS TEAMS UP WITH PHARRELL WILLIAMS ON PREMIUM BASICS COLLECTION

by Stephen Garner

Adidas Originals and Pharrell Williams reintroduce the Premium Basics collection, a range of reimagined basics for everyday wear. Adidas said that the collection aims to bring premium and thoughtful design to more people than ever before. Comprising a suite of new Pharrell Williams Premium Basics pieces and two color updates to the Pharrell Superstar Primeknit sneaker, the collection champions elevated design and comfort for all.

To bring the collection to life, Adidas Originals and Williams found inspiration from the work of artist Noah Purifoy, an African American visual artist and sculptor who is known for his assemblage sculpture. In a celebration of the artist’s practice, photographer Shaniqwa Jarvis documented his work onsite at the Noah Purifoy Foundation in Joshua Tree, California, set alongside the Premium Basics collection. Bringing together Purifoy’s artistic practice, which reimagined found objects as meaningful works of art, and Pharrell’s Premium Basics collection, which seeks to recontextualize everyday basic garments, the campaign creates a symbiotic dialogue between art, fashion, and the evocative desert landscape.

“Noah Purifoy challenges the way we perceive everyday objects by turning basic items into art, which is the purest form of expression,” said Williams. “Turning this concept on its head, our Spring Classics campaign opens the door for us to weave more creativity in our everyday basic looks.”

Crafted with premium, heavy-weight, French terry cotton, the Premium Basics line offers crewnecks, sweatpants, hoodies, shirts, and shorts. Utilizing Unite Fit, a gender-neutral sizing system, each piece is available in sizes ranging from 3XS to 2X in grey, black, night sky navy, olive cargo, ecru, and earth brown colorways. Created with the human form in mind, the apparel features subtle, tonal printed, ‘Humanrace’ logos.

The Premium Basics collection also features two color updates to the Pharrell Superstar Primeknit silhouette. Reimagined in all-white and all-black colorways, both pairs feature 100 percent Primeknit uppers with rubber outsoles and vivid green ‘Humanrace’ branding on the heel tabs.

Launching globally on April 9th, the Pharrell Williams Premium Basics collection is available through adidas.com/pharrell, in-store, and at select retailers.

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