UPDATE: The Pharrell Williams x adidas Originals collaboration “Now Is Her Time” has been pushed back two weeks. The extensive drop of color ways including the Solar HU, NMD, and BYW silhouettes will now drop at select adiadas flagship stores, retailers, and online on September 13.
Pharrell & adidas have always had a powerful relationship with meaningful substance behind each of their collaborations with each other and there’s no difference with the latest addition. Titled “Now Is Her Time,” the new capsule collection is designed with women’ rights on the forefront and highlights the already extremely relevant importance of them. The collection includes unisex pieces like the consumer favorite Footwear: the BYW, NMD, Solar HU, BYW and the Adilette silhouettes. Each piece has been intricately redesigned to include more color ways and variety which include inspirational word engravings along the tongues and upper design of the shoes like “BREATHE/THOUGHTS,” and “INFINITE/SPECIES,” “GRATITUDE/EMPATHY.”
The most affectionate appeal of the capsule is the rollout campaign. Adidas and Pharrell delicately chose faces t represent the message and sentiments of importance withing this collection. Describing the moment as “the point of view of females from different backgrounds and the allies who support them,” the campaign was shot by photographer Collier Schorr who captured the essence with extreme precision. The diverse casting included the likes of passionate models across wide demographics and a few more prominent faces of change like filmmaker and human rights activist Sana Azim, community organizer and co-founder of Black Lives Matter Patrisse Cullors; and model and co-founder of Style Saves Isabela Rangel Grutman.
The complete “Now Is Her Time” capsule is scheduled to release on August 31 at select adidas stores and adidas.com.