Last Monday, adidas unveiled a new premium collection called A-Type. The collection adds a luxurious twist to adidas Originals classics and even includes jewelry. The campaign, shot by photographer and director Gabriel Moses, is a perfect match with the DNA of the collection.
Big plans for 2025
If there’s one brand that has kicked off the year strong, it’s adidas. After parting ways with YEEZY, the brand has been making waves. During Paris Fashion Week, the collaboration with designer Willy Chavarria was revealed, followed shortly by the Bad Bunny Ballerinas and JJJJound Superstars.
But if I had to pick one project that already ranks high on my list this year, it would be the recent collab with designer Taqwa Bint Ali. A sneaker with a bold look brought to life through a striking campaign. Because when it comes to storytelling, adidas knows exactly what it’s doing.
The campaign for the adidas A-Type collection, announced earlier this week, is yet another testament to this. The collection features high-end designs that pay homage to adidas classics, such as the Firebird tracksuit and the adidas Superstar. For the campaign, adidas enlisted none other than Gabriel Moses.
Gabriel Moses
For those unfamiliar with Gabriel Moses: chances are you’ve already come across his work. The London-based photographer, director, and filmmaker landed his first gig with Nike at just 18 years old, and his career has been skyrocketing ever since. Recently, he directed the video for Travis Scott’s 4×4 and shot a campaign for Louis Vuitton, further cementing his status as a top-tier creative.
Moses’ style is easily recognizable by his use of dark, warm tones. In 2025, he was given the honor of designing the Brit Awards— a major achievement for the designer, following in the footsteps of renowned artists such as Vivienne Westwood, Damien Hirst, and Tracey Emin.
His next project: capturing the luxurious adidas A-Type collection, a line that reimagines classic adidas designs with a modern twist, using premium materials such as Italian leather, cashmere, and silver.
A-Type collection
The collection features a Firebird tracksuit, Sprinter shorts, and accessories adorned with the Trefoil logo. The iconic Superstar sneaker also makes an appearance, now elevated with premium silver details. This isn’t the first time adidas has focused on premium collections—think of the 2024 denim collection, which was met with widespread acclaim.
The lookbook features adidas partners such as Pusha T, Paloma Elsesser, and Tyshawn Jones. It remains unclear whether adidas plans to officially release this collection or if it will remain an exclusive Friends & Family capsule.
It seems that adidas wants to wait for the reactions to the campaign before deciding whether or not to release the collection—though I secretly hope they do.
Frequently Asked Questions (FAQ)
It’s still unclear if, where, and when the adidas A-Type collection will drop. The collection, which was shown in early February 2025, was initially only seen by adidas partners like Pusha T. Whether adidas will release the line to the general public is still unknown.
Gabriel Moses is the mastermind behind the campaign for the adidas A-Type collection. The filmmaker, creator and photographer has worked in the past with names such as Travis Scott, Louis Vuitton, Nike and Ye. In 2025, he designed the BRIT Awards. His work can be recognized by the use of dark, warm colors.
