How and why did Adidas conceptualize graffiti on sneakers to be easily accessible by consumers?

Liad: The brand is always proud to be associated with pockets of creativity in many forms and art of any kind from around the world. Nowadays, graffiti has moved from the underground and is thoroughly established as an art form which resonates with a wider audience. With End to End, Adidas, Foot Locker and the artists involved have taken graffiti into new territories in a manner which breaks typical stereotypes of the art form.

Format: In the last 18 months, several sneaker collaborations with graffiti writers have materialized. What separates Adidas from these other projects? Liad: This End to End collection moves beyond graffiti on sneakers, it’s the result of our unique think tank endeavor where we brought these artists together in a London warehouse to work in a highly creative environment.

The collection was designed alongside our footwear and apparel developers to ensure that the product correctly represented the artist, their style and their artwork. The results are ... more.

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