In the midst of the Paris men’s fashion schedule, adidas Originals boldly launched four new styles from the progressive Tubular footwear series, inspired by early 90s running technology.
The SS16 Tubular collection was unveiled by a group of local performers, freely moving around architectural obstacles in an atmospheric underground venue. The Tubular’s lightness and agility was embodied in the athletic presentation, highlighted by an intricate light show and scored by prolific Parisian sound engineer and DJ Michel Gaubert.
In line with the brand’s modern approach to urban sportswear, the Nova, Doom, X and Defiant styles unveiled from the SS16 collection are engineered to fit with a contemporary lifestyle where innovative technology is as important as a unique design language.
Created by the adidas design team directed by Nic Galway, vice President of Global Design at adidas Originals, the Tubular trainers belong to a new generation of radical footwear, a contemporary take on a classic adidas Originals shape from the archives - the adidas Tubular 93. Galway previously helped launch high-profile designer collaborations with, among others, Stella McCartney and Yohji Yamamoto (Y-3), adidas by Rick Owens and successful adidas footwear styles, such as Pure boost and the Y-3 Qasa.
For SS16, he identified one of the most iconic and characteristic adidas technologies from the 1990s, the Tubular’s signature sole unit. Though the new Tubular styles pay homage to those early adidas concepts, the functionality and design has been updated and abstracted to meet 21st century demands.
With its monochrome colour palette, eye-catching EVA sole unit and challenging silhouette, the Tubular family is defined by a high-octane energy and an aggressive attitude. The dynamic Tubular concept reinforces adidas Originals’ established dedication to push the boundaries of what traditional footwear design looks like. As such, the Tubular signals the latest evolution for adidas Originals, resulting in a silhouette that marries the innovative spirit inherent to adidas with a dynamic, new design aesthetic.