Asana Athleisure Collateral: Collaborative Look Book

In a final attempt to demonstrate the how the Adidas brand strategies can be used to achieve a successful brand and to show the sports luxe collateral images in context, I have produced a look book concerned with a collaboration between Asana Athleisure and Adidas.

On of the most notable strategies used consistently by Adidas is collaboration, celebrity endorsement and an ever-expanding brand portfolio, enabling them to form a strong connection to the consumer. The company aims to be ‘The first sports company that invites athletes, consumers and partners to be part of its brands’ (Liedtke, E. 2015). This collaborative approach to business — evidenced through campaigns including major high-street fashion retailer Topshop via the ‘Topshop x Adidas Originals’ collection, acclaimed British fashion designer Stella McCartney via the ‘Adidas by Stella McCartney’ collection as well as British singer Rita Ora’s collection ‘Adidas Originals by Rita Ora’— allow the brand to permeate every aspect of popular culture. By applying this collaborative direction to the Asana Athleisure brand, there would be enhanced awareness of the new brand and therefore a greater success.

The look book focuses solely on the photographs as they speak for themselves; they demonstrate the sports luxe trend, the clothes that would be sold by the brands in collaboration and introduce the new Asana Athleisure identity.