Sponsored By

adidas Originals Collection Celebrates ‘The Moomins’

Collection includes several items that span apparel, footwear and accessories across kids,’ youth and womenswear.

License Global

March 24, 2023

2 Min Read
adidas Superstar Moomin Shoes
adidas Superstar Moomin ShoesRights & Brands

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

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. 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like