"New York has always worn its attitude on its sleeve and on its sneakers. From the stoops of Brooklyn to the runways of SoHo, fashion in the city isn't just about what you wear, it's about what you represent. It's identity, legacy and rebellion stitched together. That same spirit drives the new adidas Originals x Avirex collaboration, a reimagined Superstar that bridges heritage and the next generation of New York energy."
"And at the center of it all is Joey Bada$$, the Brooklyn-born rapper, actor, and cultural voice who's spent his career embodying what it means to move with authenticity. To New Yorkers, clothing is more than fabric, it's communication. The city's fashion language was built on individuality: from uptown sneaker culture to downtown leather jackets, each borough carved its own chapter into global style. Joey Bada$$, who's nearly 15 years deep into his career, has lived that narrative in real time."
""I think it represents alignment, especially in the spirit of NYC," he says of the collaboration. "Here's three brands that represent New York City culture in its most original, authentic forms. It's a pleasure to be here as a quintessential New York representative with two strong brands that represent the city and everything it stands for.""
Adidas Originals and Avirex launched a capsule collection centered on a reimagined Superstar sneaker, a limited-edition leather jacket, and a tee. Joey Bada$$, a Brooklyn-born rapper and actor, fronts the collaboration and embodies New York authenticity and evolving street culture. The Superstar features enlarged proportions, a folded tongue, and signature Avirex branding that nod to craftsmanship and street heritage while updating the silhouette for a new generation. The partnership draws on both brands' New York legacies—sneakers on the streets and leather jackets in the clubs—and taps into the city's borough-by-borough fashion language where clothing functions as communication and identity.
Read at Billboard
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