Whereas the very first collaborators were exclusively retailers, the reinvigorated adidas Consortium project made a different approach this time and decided to engage with the end users instead. Following Drop 1 Collection featuring five individuals - Kate Moross, Jim Thompson, Aloe Blacc, DJ MURO, and Qoute, the adidas Originals Consortium continues with its "Your Story" theme with another set of creative types in Drop 2. Each with various interests, goals, backgrounds, and etc... the second group talents include - Shaniqwa Jarvis, Viktor Tell (Happy Socks), Stefan Glerum, Kara Messina (Y'OH), and finally a special edition to commemorate the upcoming London 2012 Summer Olympic Games.
And as before, adidas Originals "turned back time" and wiped clean each involved models. With these clean slates, like last season adidas Originals Consortium "Tabula Rasa" Collection, each of the designs comes to life through a "before" and "after" sequence against complementary backdrops. But the story does not end there. Instead, its just merely the beginning as more adidas Consortium to come in later seasons with the same creative twist.
Perhaps one of boldest interpretations for Consortium SS12 and one with some serious attitude is the Pro Shell by Kara Messina, London designer and creative director of men's streetwear label Y'OH. There's a strong synergy with Messina and the Pro Shell model; each has carved their own place in streetwear history.
Most of the upper is made of engineered fabric with a traditional African print in leopard colours, and for Messina this conjures thoughts of competitiveness and the multi cultural presence in both Olympics and everyday London life. The print continues through to the laces and velcro strap, while the rubber toebox and supersoft leather heel patch and side panel tone it down slightly in black.
The sockliners display 'Peace Brother' as a message of courtesy and sportsmanship.
Personal memories are infused into the ZX 500 designed by photographer Shaniqwa Jarvis, who as a child was a swim team member training for the Junior Olympics.
The upper is predominately swimming pool blue in a premium suede finish, partly perforated to add texture with a brown suede heel tab to reflect Jarvis' local pool, including the wall tiles and lane dividers. A set of laces accompany the sneakers with dip dye effect ends, inspired by the lane dividers in bright contrasting colours.
The vintage silhouette is given a modern twist with the neoprene tongue, while the white and blue midsole remain true to its sports heritage. Shaniqwa's autograph is tucked away on the inside of the tongue's fabric loop tag.
Illustrator Stefan Glerum represents Amsterdam with his rendition of the Decade Hi for Consortium SS12 and his own tongue-in-cheek approach is evident. At first glance the exterior reveals a fairly subdued sneaker with a navy and white colour-way and a pop of red around the ankle collar. The upper is a combination of nylon and soft leather giving it added texture while the three crosses on the tongue are inspired by the Amsterdam city flag.
Bringing some humour to the sneakers are Glerum's tucked away illustrations. The outsole features part of a drawing of a fuller-figured woman pole-vaulting, while the sockliner is a full version of the image capturing her in the amusing moment.
Creative Director of Happy Socks, Viktor Tell, teams up with adidas Originals to create his own fun version of the Matchplay. From the outside the silhouette looks low key with its mostly white canvas upper, but it's the small glimpses of detail on the heel tab, ankle padding and inside the shoe that tell both the Olympic and Happy Socks stories.
The Stockholm native took inspiration from a Swedish air pistol champion, and this is achieved along the 3-stripes with bullet hole inspired dots. On one of the sockliners is a Trefoil target marked LUFTPISTOL (air pistol) and the other features a lid for bullets. The ankle padding and underside of the tongue feature more brightly coloured dots that make it characteristically Happy Socks.
Coming with a gregarious pair of socks and lace pack, the internal execution juxtaposes the downplayed Matchplay, giving some instant energy. An illustrated Viktor Tell appears on the inside of the tongue's fabric loop tag.
adidas Originals has created the tenth shoe of the collection to celebrate their 20th year of involvement with the Olympics and an understated sneaker has emerged in the form of a BC silhouette. Inspiration is taken from the original Olympia with a simple black and white colour-way and tongue construction. Additionally, this version features Olympic ring inspired lace tips.
With Consortium's select materials, the shoe feels instantly premium, but what makes this BC MMXII ultra special are the 20 sockliners that have been created marking 20 Olympic years with adidas, with images of key performance silhouettes from each year. Every pair will be assigned two random liners out of the selection.