Adidas × ASOS — The IMAGINE Edit
IMAGINE Magazine's exclusive edit of the Adidas × ASOS collaboration — democratised sportswear through a high-fashion editorial lens.
The democratisation of sportswear has been fashion's great ongoing story for three decades, and the Adidas × ASOS collaboration represents a new chapter in that narrative — product designed explicitly at the intersection of mass accessibility and genuine style credibility. IMAGINE was given exclusive access to the collection ahead of its wider release.
The IMAGINE angle
Our role here was editorial curation rather than documentation — selecting the pieces from the collaboration that spoke most clearly to the IMAGINE reader and photographing them in a manner that elevates them beyond product shot. The brief to our fashion team: treat this as you would a Prada campaign. Let the clothes do the work.
"Accessibility and aspiration are not opposites. They're the same coin, different sides."
The collection draws on Adidas's archive — specifically the 1980s tracksuit DNA that still carries enormous cultural weight — and updates it with contemporary silhouette proportions and a colour palette that leans into the current moment's appetite for muted, earthy tones punctuated by one clear bright signal. In this case: a yellow that reads simultaneously as archive and brand new.
Who it's for
The IMAGINE reader understands that price point and style credibility are orthogonal axes. They will wear a £45 Adidas vest with a £1,200 jacket because the combination is right, not because either item is expensive. This collection is made for that sensibility — pieces that can be worn at every point of the cost spectrum and look exactly correct at all of them.
