Adidas Unveils 2017 Wimbledon Whites And An “Evil Twin” Campaign
With the French Open in the tennis rearview mirror, it’s time to focus on the grass court season, and that big event in London. Adidas has a full stable of stars including Angelique Kerber, Kristina Mladenovic, Thomas Berdych, Jo-Wilfried Tsonga, Dominic Thiem and Sascha Zverev, some of who are featured new photography from the sports giant.
New French winner Jeļena Ostapenko, Garbine Muguruza, Caroline Wozniacki, and Simona Halep are also in adidas, with Mugu and Woz wearing the Stella McCartney sub-brand. We’ll have first info on that line shortly! Let’s check out the adidas stuff.
According to adidas:
(Our) London Line Collection represents the personality shift that players experience when they step onto court; unleashing their ‘evil twin’ during Grand Slam performances. The London Line is the first of a striking two part collection. With the Wimbledon range reflecting the light and controlled personality on court, the traditional white apparel used athlete insight to produce a sleek and elegant collection. Part 2 and the dark side of the ‘Evil Twin’ range will be promoted on court later in the season, helping you unleash your evil on court.
Now, that is a fun way to address this whole always all white restriction. We’re looking forward to the marketing campaign and guess that the “evil” side will reveal at the US Open in a much bigger way! Read on:
adidas Women’s London Dress • Find it: TW/Europe
When you step on court, see the crowd and you hear your name, something happens. Something takes over and it’s all about the win. You know in that moment that you will do whatever it takes, give all you have for every point. It’s what gets you to the top. -Angelique Kerber
On designing for Wimbledon:
Wimbledon is often the toughest tournament collection to design; given its traditional white dress code we lose the ability to express our athletes through colour, and therefore become more creative with silhouettes and fabrics. Through close working relationships with our athletes, the ‘evil twin’ concept was born, giving us a fresh and authentic approach to the tradition of Wimbledon. As a team we wanted to reflect this concept through materials and design, using contrasting fabrics and techniques to mirror the notion of there being a different persona – on-court and off-court. -Caroline Hess, adidas design director
The dynamic laser cut dots in the sleeves and back of the London bound garments are some of the innovations Hess is talking about. The dress above on Angelique has cute laser cut cap sleeves.
The men’s polo also continues subtle references to the ‘evil twin’ of the athlete, including a smashed tennis racquet transfer inspired by the [evil] alter ego of a professional tennis player that is imprinted on the hem of the shirt. The umpires won’t be putting up with many smashed racquet antics but the on tone graphic is sure to pass Wimbledon’s style security. Again, as far as availability, different continents have different stock so far.