Now I know there are a staggering majority of you that love Star Wars and most things Star Wars. I’ve never been among you, don’t get me wrong I understand why there is so much love and adoration of the movies and brand but it just has never been one of my favorites. So as I was cruising through my daily blogs I came across a post by Bobby Hundreds, and if you haven’t checked out thehundreds.com you definitely should.  The Hundreds is one of the best streetwear brands around and even have their own geeky side. The post basically summed up my thoughts on the whole collaboration between Star Wars and Adidas much better than I could articulate and with more credibility.

Here’s a small taste:

I understand the power of collaboration projects between brands.  I can attest to the marketing factor, the cross-promotional exposure for both parties involved, and the creative possibilities that can arise from such endeavors.  But forgive me if I don’t understand the recent Star Wars x Adidas collaboration that is now on shelves at an Adidas Originals retailer near you.  A Darth Vader-inspired runner?  Death Star shelltoes?  What’s the directive here?

Don’t get me wrong, I think the product is very well-executed from a design standpoint.  And having discussed this with industry sources, I have a decent understanding of how the entire project came to fruition, and that it’s been a years-long process.  Furthermore, I understand that the campaign’s overall sales and publicity impact have actually performed rather well, so it’s not as if my opinion really matters here.  Seems like both Adidas and Star Wars got what they wanted out of it.