END. has partnered with Adidas Originals on a new ‘Fly Fishing’ collaboration collection of footwear and apparel, available to buy from 31 May, though customers can enter a draw for pieces from today, 24 May, via END. Launches.
The collection “taps into the fast-growing sport and underground culture of fly fishing” which is apparently “captivating a new generation of Millennial and Gen-Z anglers”, who wish to disconnect from the daily grind and “reconnect with nature”.
Created through a shared passion for fly fishing, END. and Adidas Original’s design teams have reworked angling uniform staples “through the contemporary casual lens of END.” for a new generation rediscovering nature and the art of fishing.
Described as a friend of END. and Adidas Originals, UK rapper, grime MC, DJ and TV personality, Big Zuu, stars in the accompanying campaign – even wading in to the water with rod in hand. As a personality known for exploring new experiences in a light-hearted way, he was seen as the “perfect protagonist” to be at the heart of the campaign.
The collection is comprised of every day fishing essentials, such as cargo pants, fishing vests and bucket hats, alongside T-shirts and sweats in an earthy tonal colour-pallet – inspired by the riverside and popular fly-fishing catches such as wild Trout, Bass, Carp, Pike and Salmon.
Each piece of the collection features a custom graphic, depicting a cartoon style fish between Adidas and END. logo’s, nodding to vintage-inspired tackle packaging.
Footwear includes an Adidas early 70s original three stripe casual classic, the ‘Tobacco’, reimagined in a colour-pallet inspired by the UK’s native trout, available in ‘Wild Pine’ and ‘Ecru Tint’.
That’s accompanied by the Adidas ‘Mocaturf’, which features a moccasin-inspired upper, stitched with three striping mimicking fishing lures, while the tongues are detailed with the capsule’s bespoke graphic, available in ‘Wild Tint’ and ‘Sand’.
To celebrate the global launch of the collaboration, END. x Adidas Originals are bringing their very own tackle shop to END. Manchester, 12-14 St Mary’s Gate, from tomorrow, 25 May, with an instore pop-up set to run until 1 June.
END. and Adidas Originals will invite customers to compete against each other -testing their fishing skills to win exclusive items from the collection. The project “unfolds as a testament to END.’s dedication to events and programming, remaining true to the founding principle of inspiring the community”.
