Today people are living in a health conscious active society and with that in mind the sportswear industry is on the rise. The global sportswear market was worth less than £130 billion before the recession and by 2017 it expects to expand to over £200 billion. Brands are turning to designers for fashionable inspiration with many teaming to collaborate. Adidas are known to have collaborated with the likes of Yohji Yamamoto, Stella McCartney and the latest, Kanye West. Nike have focused more on working with athletes such as Michael Jordan and super-model and yoga enthusiast Karlie Kloss.
With this in mind, for this project 'Digital Wave' Adidas are going to team up with the iconic John Paul Gaultier to create an innovative diffusion range, where practicality and wearability are key throughout an aesthetically pleasing swimwear collection.
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