Here's How Adidas Collaborates With Partners Like Alexander Wang and Stan Smith

Inside the brand's process at Cannes

CANNES, France—There aren’t too many brands that would allow a designer to flip its logo upside down, but Adidas Originals believes in giving its creative partners room to show the shoemaker in a different context. After the brand’s session on the Lumiere stage at the Palais, creative leaders and brand partners—including designer Alexander Wang and tennis star Stan Smith—spoke with Adweek about how in giving partners creative freedom they’ve been able to keep the brand relevant.