adidas Originals Collection Celebrates ‘The Moomins’

Rights & Brands has announced adidas has partnered with Moomin Characters to produce a licensing collection that celebrates writer and artist, Tove Jansson’s, characters, the Moomins.

The collection consists of several items that span apparel, footwear and accessories across kids,’ youth and womenswear. Each piece features an illustration or subtle reference to the characters, with a nod to their love of nature scattered throughout.  

“We were creating a collection that focused on themes of adventure, nature and fun – there was no better fit than the Moomins,” says Francesca Stevenson, product manager, adidas. “They embody these themes perfectly. We wanted to create a collection that celebrated the playful and adventurous nature of the Moomins and bring this to life by using the beautiful and iconic artworks across our range.” 

adidas Originals x Moomin Shorts and Tee Set, Rights & Brands

The classic Stan Smith shoes have been given a makeover, with character outlines present on the tongue and the back of each shoe. Elsewhere, the adidas Adilette Cork shoes have a more overt style with an illustration of Moomintroll heading off on an adventure across the band.  

The Nizza platform sneaker has received an all-over print featuring Moomintroll and Snorkmaiden. Other accessories include an embroidered baseball cap emblazoned with a Moomin motif.  

“This collaboration perfectly captures the adventurous spirit which the Moomins are known and loved for,” says Roleff Kråkström, managing director, Moomin Characters. “It’s so exciting to see these classic adidas designs combined with Tove Jansson’s much-loved character illustrations – we’re sure the collection will be a hit with fans all over the world.” 

The adidas x Moomin collection is available in selected countries and stores while supplies lasts.