Adidas and Shantanu-Nikhil launch S&N

Shantanu and Nikhil two of the top designers from India

have entered into a joint venture partnership with sportswear giant adidas. The duo along with the global sports and lifestyle brand are launching a new brand called S&N. Earlier, adidas has had the likes of designers Stella McCartney and Y3 on the same platform internationally.

The new brand S&N would be a fusion of lifestyle and sporty edginess. In fact, S&N is aligning with adidas Style Essentials, a brand which is a great success in Europe, China and the US, primarily in the lifestyle segment. Shantanu and Nikhil plan to create the world’s best sports-meets-lifestyle prêt a porter brand based on superior designs, quality, great scalable marketability and accessibility.

The inspiration of the collection is the black and yellow diagonal stripe caution board one sees while visiting a factory. This was further strengthened to include the color and design elements found in a New York taxi.

S&N as a brand would be positioned independently within all adidas Style Essentials standalone stores. This will give them an autonomous creative positioning in both apparel and accessories. A broadly specified 20 per cent to 30 per cent S&N wall within the store will be set up. The collection will be available in adidas stores by March 2010.