The collaboration between Adidas and Moncler is meant to help both companies increase their sales volume amid heightened competition from other clothing companies.
Leading athletic apparel and footwear cooperation Adidas AG (WSR: ADS) announced a strategic partnership with Moncler SpA (BIT: MONC), an established clothing company that produces and distributes its products, to enhance the art of co-creation in a campaign dubbed the Art of Explorers. According to the announcement, Moncler and Adidas Originals’ new collection will be enhanced by a series of AI-generated products coupled with a collection of unique mixed-media sculptures. The Art of Explorers campaign will be building on the Art of Genius show that was held in London earlier this year and involved diverse artists in sculptures and costumes.
The Art of Explorers campaign extends beyond the physical experience to a digital immersive realm on the official Moncler website. Notably, the immersive platform on the Moncler site is expected to go live on Wednesday, October 4.
“From the mountain to the city: exploration meets inspiration in the new Moncler Genius collection. Moncler’s mountaineering roots are infused with Adidas Originals’ metropolitan core, resulting in a new world made for exploring,” the company explained.
The collaboration between Adidas and Moncler came at a crucial time when both companies have been struggling to rise in the past month. According to the latest market data, MONC shares traded around €54.12, having dropped approximately 12 percent in the past month. Similarly, ADS shares dropped approximately 11 percent in the past month to trade around €163.38 on Tuesday.
What Next for Adidas and Moncler
The collaboration between Adidas and Moncler is meant to help both companies increase their sales volume amid heightened competition from other clothing companies like Nike Inc (NYSE: NKE) and Gucci. Moreover, more clothing companies have found a new niche in using the metaverse and NFT market to reach out to a wider audience from all over the world.
The uniqueness of Adidas and Moncler is expected to be portrayed during the Art of Explorers campaign ahead of this year’s festivities during the fourth quarter.
— adidas Originals (@adidasoriginals) October 2, 2023
Already, Adidas has inked several strategic partnerships with different companies in the past few years including the National Geographic, Arsenal football club, Bape, and the Jamaican Football Federation (JFF). The partnerships have undeniably helped push the Adidas brand to global markets seamlessly.
On the other hand, Moncler has focused on selling its collections through the Moncler Genius, Moncler Grenoble, and Moncler Collection. As a result, the Moncler collection is bound to attract more new sales after reporting €2.6 billion in revenues last year.