The fashion conscious consumer has always embraced sportswear for its athletic purposes as well as its trendy icon statements. Enhancing the sportswear product dimensions with fashion designs is a relatively simple concept, it’s a wonder it isn’t relentlessly tackled. In 2002 famed fashion designer Yohji Yamamoto launched his collaboration with Adidas named Y-3. The Y stands for Yamamoto and 3 represents the three signature stripes on Adidas’ logo. The collections started off with men and women’s footwear and have since evolved into apparel. Within no time stand alone stores began popping up and soon enough all across the globe. Adidas’ expertise and innovation of sport functionality fused with Yamamoto’s creative style produces a fantastic blend of fashion and sport.