CHALLENGE
When Adidas a couple of years ago contacted Wood Wood to set up a partnership, it changed the future for the underground street fashion company based in Copenhagen. Suddenly, Wood Wood was given the opportunity to play in the major league, with international recognition and extensive PR. However the partnership challenged Wood Wood to stay close to the roots and remain loyal to their own original identity as branded through Adidas.

PROCESS
The goal of the Adidas and Wood Wood cooperation was to launch a limited edition of sneakers in 10 stores worldwide. The production time lasted 1,5 years before the sneakers were ready for sale. From a production perspective the project was quite simple and therefore Wood Wood’s greatest challenge became to stay focused and not lose momentum during the lengthy process.

RESULT
The cooperation between Adidas and Wood Wood resulted not only in a very praised and popular product line – it also increased Wood Wood’s turnover and kickstarted new partnerships, including with some of Adidas’ own competitors. At the same time, Wood Wood has stayed loyal to the company’s original identity and kept calm in spite of the massive attention and recognition from the underground street fashion business both in Copenhagen and abroad.

Design discipline Fashion design
Company WOOD WOOD ApS