LAUNCH
CONCEPT
“The Flow State”
During Copenhagen Fashion Week, Hyld Studio launched the collaboration between adidas running and mexican brand Hermanous Koumori. While January in Copenhagen was showing itself as the coldest, with chill factors of minus 10 and ice cold winds, we simulated the warmth of Mexico, by building the idea of a sun that surrounded the collaboration.
During the two days we hosted a sunrise run with @ttttathletics and a sunset run with @0utdoor.office, as well as two coffee courses with @lacabracoffee and a collaboration of their specialty coffee with Mexican beans.
The invitations and the website simulated the rising and setting sun as well: https://fluirenmovimiento.dk/
The adidas and Hermanos Koumori collaboration unites performance engineering with cultural expression, redefining running as both a physical act and a deeper state of awareness. At its heart, the woven Adizero EVO SL embodies the feeling of fast—lightweight, precise, and purposeful. This vision extends into an apparel collection that blends minimalist design with functional detail, built for freedom of motion across streets, trails, and inner journeys alike. Guided by Hermanos Koumori’s belief that every stride connects the visible and the unseen, this partnership champions runners who seek progress not only in pace, but in perspective.
Art direction @hyldstudio & OFF.GROUP
Production: @hyldstudio
Graphics: @off.group
Installation @philipsacht