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Overview

What We Delivered

Project Duration: 3 weeks

❋ The Challenge

Define a unifying partnership platform for adidas x Willy Chavarria that goes beyond a traditional fashion collaboration, balancing Willy’s deeply personal point of view with adidas’s global sportstyle scale, while creating streetwear with real substance and long-term cultural relevance.

❋ The Relevance Unlock

Root the partnership in unity through authenticity. Using Willy’s lived experience and artistic vision, amplified by adidas’s legacy in sport, the partnership’s role is to expand streetwear’s center. The result is a platform that elevates underrepresented stories, brings depth and integrity to sportstyle, and turns individuality into a source of collective pride and belonging.

❋ The Outcome

A range of successful cross-collaborations and hyped drops, instantly identifiable as Willy x adidas: Compton Cowboys, James Harden, NBA All-Star, Paris Fashion Week, and more. With what the press described as “grit with elegance,” the SS26 collection was the partnership’s most impactful release to date.

Custom Research

Cultural + Audience Intelligence

Cross-Functional Workshops

Partnership Brand Positioning

Foundational Strategic Framework

Success Metrics

For underrepresented communities looking for both belonging and substance, this collaboration broadens a narrow definition of fashion.

Custom surveys and lookalike audience profiling uncover the layered identity dynamics shaping U.S. and Mexican Hispanic communities.

Both adidas and Willy Chavarria are known for deeply honoring their heritage. Together, this partnership translates lived experience into a shared vision for the future of streetwear.