Balenciaga x Adidas collaboration boosts fashion searches – WWD

On Sunday, Balenciaga’s creative director Demna wowed fashion onlookers by taking over the New York Stock Exchange to launch the design house’s 2023 resort collection, which included Balenciaga’s highly anticipated and rumored collaboration with Adidas.

The design house’s collaboration with Adidas has apparently had one of the biggest impressions on onlookers. According to data from Love the Sales, a fashion e-commerce aggregator, searches for “tracksuits” increased 138% after the show.

Demna’s Adidas tracksuits blended the sports brand’s classic striped and logo designs with Balenciaga’s oversized, streetwear aesthetic. Demna also reinvented the Adidas logo, keeping the brand’s iconic trefoil emblem, but replacing “adidas” with “Balenciaga”.

Balenciaga Resort 2023
Courtesy of Balenciaga

Along with ‘tracksuits’, Love the Sales saw ‘Balenciaga’ increase in searches by 25%, while searches for ‘Adidas’ jumped 13%. Love the Sales also found that searches for “streetwear” increased by 51%.

The Balenciaga Resort 2023 show brought together many of today’s biggest celebrities and close friends of Demna, including Kanye West, Megan Thee Stallion, Offset, Pharrell Williams, Frank Ocean and Chloë Sevigny, among others.

Balenciaga’s collaboration with Adidas comes after the sports brand teamed up with Gucci in a similar high fashion-streetwear collaboration that debuted during the fall ready-to-wear collection. 2022 from Gucci in February.

The Balenciaga x Adidas collaboration is just the latest haute couture partnership to come from the design house. More recently, Balenciaga teamed up with Crocs on its second collaboration and Gucci on the Brands Hacker Project, which combined iconic Balenciaga and Gucci styles and logos.


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