Y-3 x Roland Garros
ADIDAS Y-3
Y-3 x adidas Tennis for Roland Garros
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Y-3 partnered up with adidas Tennis to launch a cutting-edge tennis collection at the 2015 French Open. The collection featured Y-3’s bold design aesthetic infused with adidas’s ventilation technology, providing maximum comfort and breathability, revealing elegance in motion.
“Ana Ivanovic wearing tennis’s version of a Little Black Dress from adidas’s Y-3 collection, designed by Yohji Yamamoto. ”
— VANESSA FRIEDMAN. FASHION DIRECTOR AND CHIEF FASHION CRITIC FOR THE NEW YORK TIMES
It’s a little bit futuristic, and with the design element in the floral patterns, it feels like a new thing—it’s fashion with function,” says Ivanovic, who will wear a cap-sleeved dress during her matches.
Vogue US
INSIGHT
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Y-3’s Roland Garros collection was adidas first venture to widen Y-3’s positioning from “sport-inspired” to “sport intended” by expanding into the tennis sport territory. The challenge was to create a social media campaign emphasising the fusion of sport and fashion.
INNOVATION
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Social Media was at the heart of the campaign, featuring world's leading tennis players, Jo-Wilfried Tsonga and Ana Ivanovic. Publications of sport and fashion, and the player’s social media profiles were leveraged to demonstrate the impact of the collaboration on and off the court. Tournament photography was taken in real-time and published reactively in social media.
IMPACT
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A world’s first: adidas invited a fashion designer to the beautiful game of tennis. The elegant black collection along with the strong performance of both players in the tournament created a global hype in the tennis and fashion community among Ana Ivanovic being featured in Vogue and in the New York Times.