Sportswear brand, adidas and Moomin Characters have partnered for a new collaboration celebrating the Moomins.
The new adidas originals collection consists of several items spanning apparel, footwear and accessories across kids, youth and womenswear. Each piece features an illustration or subtle reference to the nostalgic characters, with a nod to their love of nature scattered throughout.
The classic Stan Smith shoes, for example, have been given a ‘Moominous’ makeover, with character outlines present on the tongue and the back of each shoe. Elsewhere, the Adidas Adilette Cork shoes have a more overt style with an illustration of Moomintroll heading off on an adventure across the band, while the Nizza platform sneaker has received an all-over print featuring Moomintroll and Snorkmaiden.
Apparel and accessories, meanwhile, include an embroidered baseball cap with a Moomin motif, plus sweatshirts with matching sweatpants. The apparel and shoes for children also come in a vibrant colour scheme.
“We were creating a collection that focused on themes of adventure, nature and fun – there was no better fit than the Moomins,” commented Francesca Stevenson, product manager at adidas. “They embody these themes perfectly. We wanted to create a collection that celebrated the playful and adventurous nature of the Moomins and bring this to life by using the beautiful and iconic artworks across our range.”
Roleff Kråkström, md at Moomin Characters, continued: “This collaboration perfectly captures the adventurous spirit which the Moomins are known and loved for. It’s so exciting to see these classic Adidas designs combined with Tove Jansson’s much-loved character illustrations – we’re sure the collection will be a hit with fans all over the world.”
The new range is available in Canada, Japan, the UK, Finland, Germany, France, Netherlands, Sweden, Spain, Norway, Italy, Ireland, Austria and Denmark.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
