adidas Consortium Sneaker Exchange: Overkill x Fruition - Launching 30th September

25 April 2019

A celebration of contemporary womanhood, high fashion, and the evolving nature of female sneakers.

For the next release in their year long Sneaker Exchange project, adidas Consortium have paired Taipei-based FRUITION with Berlin's OVERKILL to create their interpretation of contemporary casual elegance for the women of tomorrow.

Prior to their Sneaker Exchange collaboration, the two stores had never interacted. adidas Consortium challenged them to overcome cultural differences, a language-barrier, and almost 9,000 km in distance to begin a dialogue, discover common ground, and deliver a bold, exciting sneaker pack. Together FRUITION and OVERKILL present a true highlight of the Consortium calendar.

The pack takes the EQT Lacing and the Tubular Doom and portrays them in a fresh light. Having the extensive use of tweed in iconic French couture as a key source of inspiration, OVERKILL and FRUITION ran with this premium concept, choosing to express this through colorway and fabric choices for their collaborative design. Further, both partners communicated a strong desire to create footwear that articulates rebellion, individuality, and empowerment. The overall aim was to juxtapose high fashion with the energy of modern womanhood.

The EQT Lacing is constructed using plush velour with a translucent outsole. Its satin finish implies femininity and the overall model captures the rebelliousness the partners strived for.

The first time a Tubular product has been selected for use in the Sneaker Exchange, its unmistakable silhouette is the elegant basis for further exploration of the theme selected for this highly anticipated women's exclusive sneaker collaboration. The more avant-garde of the duo, the result is high-concept fashion-forward footwear with an intrinsic relevance to the contemporary streetwear market.

The final result is an outstanding footwear pack, high on individuality with impressive attention to detail. FRUITION and OVERKILL worked alongside Consortium to deliver two models which appear striking in isolation but also come together in a beautiful synthesis of international elegance and style. Both models capture an essence of modern womanhood: elegance, beauty, and strength, fusing comfort and wearability.

The OVERKILL x FRUITION Sneaker Exchange pack will launch at END. on 30th September.

Be sure to check out END.'s contribution to the adidas Consortium's Sneaker Exchange project in partnership with Bodega.