Real Madrid unveils new kit in collaboration with Y-3
Real Madrid’s white jerseys are going black in celebration of the Madrid club's 120th anniversary, which coincides with the twentieth anniversary of the collaboration between the Japanese designer, Yohji Yamamoto, and the German sports giant Adidas. After joining forces for the first time to redesign the Madrid club's third kit for the 2014/15 season, Real Madrid and Y-3 have teamed up once again to create a "celebration collection", unveiled during the "El Clasico" match held on Sunday, March 20.
Although the ensembles did not bring Carlo Ancelotti's team any luck, as they lost 4-0 to FC Barcelona, the kits display the classic elegance and black aesthetic that characterizes the world of Japanese cult designer Yohji Yamamoto. Unlike previous partnerships, this collaboration offers a broader collection that fuses "sports innovation with cutting-edge aesthetics."
Available on both the German brand and the Spanish team’s online websites, the new range of products are also available for purchase in the physical retail channel through the Y-3 and Real Madrid stores, such as in the Adidas location in Madrid situated in number 21 of its historic Gran Vía street.
Accompanied by a campaign entitled "The Ceremony", featuring players such as Marcelo and Karim Benzema as well as former goalkeeper Iker Casillas, the dark aesthetic line offers a range of clothing and accessories. The complete collection is headlined by a fourth black kit with white details and a pink goalkeeper kit, while also featuring a warm-up line consisting of jackets and pants in reflective patterns. The off-pitch assortment includes an all-black jersey with the Real Madrid crest and Y-3 logo on the back, as well as a club scarf and a washbag.
In terms of price positioning, the classic men's T-shirts are on sale for €180, while the children's T-shirts retail for €150, and the shorts for €90. A lightweight nylon hooded jacket is one of the products offered with the highest price, at €600.
In the fourth quarter of its fiscal year, Adidas' sales at constant exchange rates contracted by 3% to €5.137 billion, as it was impacted by a 24% decline in sales in China. Although the company expects activity in this market to recover over the course of the current financial year, the invasion of Ukraine will put around €250 million in turnover sales at risk.
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