High-fashion collabs mark new chapter in rivalry between Nike and Adidas

Experts say the logic behind partnerships such as Adidas’s Gucci tie-up is about raising sports brands’ fashionability, while also easing entry points into fashion for younger customers. Photograph: Supplied

With uncanny timing, Nike and Adidas release their highly anticipated high-fashion collaborations next month, with Jacquemus and Gucci respectively, marking a new chapter in the well-known rivalry between the sportswear giants.

Also in the ring is Ellesse, which this month launched an Emily Ratajkowski-fronted collab with Michael Kors; New Balance with the cult fashion brand Aries, which launched in March; and Fila, whose tie-up with the London-based Serbian designer Roksanda Ilinčić is expected in August.