Art Saucony Originals and EricsOne celebrate 30 years of Shadow 6000
Artfootwearstreet art

Saucony Originals and EricsOne celebrate 30 years of Shadow 6000

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Giulia Guido
Saucony Originals EricsOne

For the 30th anniversary of the iconic Shadow 6000 silhouette, Saucony Originals has collaborated with street artist EricsOne who has created an artwork in one of the most lively and modern areas of Milan.

A mural covering an area of 80 square metres, overlooking Corso Garibaldi, was inaugurated on 4 September. The artist used vibrant colours to represent the values of authenticity and creativity that have always characterised Saucony. 

EricsOne has been a leading figure on the Italian art scene for over twenty years, working as a freelance urban artist and illustrator. Thanks to his unique and immediately recognisable style, he was chosen by the American brand to put pen to paper and transform the soul of Saucony and the essence of the Shadow 6000 into a high-impact image. 

We had a chat with EricsOne and Fabio Tambosi, Saucony’s Chief Marketing Officer, to talk about the collaboration, art and the link between artists and the brand. 

EricsOne

Let’s start by talking about your path, but also about your colourful, geometric and super recognisable style. How long did it take you to develop it, what influenced you and what advice would you give to those who are trying to find their own style? 

Hi Collater.al, nice to be here with you. Well, since I was a child I have always been fond of comics and illustration in general, my father used to paint futurist style pictures in his spare time and I think this unconsciously influenced me a lot, my painting is a connection between the world of graffiti, Max Atom’s cartoons (power puff girls) and the elegance of the cubist and futurist universe of which I am particularly in love with (Picasso, De pero, Kandinsky and many others); the influences could also recall the style of the Bahuaus art movement. My work is extremely precise and clean, it impacts with shapes and colour connections that are sometimes very pop, sometimes desaturated, as if there was a vintage filter in front of it, this makes my style always remain fresh, but at the same time conservative of that slightly 70s taste, I listen to a lot of jazz and funk when I create and it helps me a lot, above all it is good for my “Flow”.
The advice I give to all creatives is to always stay focused on your own path, keep the focus on your strengths and let them shine.

During your career, you have worked with different companies and brands and now with Saucony. What is the secret to staying true to your own style while still meeting the customer’s demands? 

Of course, there are always small compromises, but the key to being a good artist is to convey your true potential to the client.

It’s great when a collaboration starts from the brand’s trust in the originality of the artist, as in the case of Saucony, with whom there was a connection right from the start. So you have to trust the artists and let yourself be drawn into their world, into their studio, which is what I always ask of my collaborators.

Saucony Originals EricsOne

For this project, I looked for a meeting point between my style, the brand and the public, which plays an important role, especially for works that are not exhibited in an art gallery.
That’s why we used a universal language in the work, which brings us back to the colourful world of cartoons (a language that is always fresh and contemporary). My son and I have been watching a lot of cartoons lately, and I think they strongly influenced me for the combination with Saucony.

In addition to the brand, however, you must always bear in mind that the work is also made for the public, for those who pass through that street. How does this influence the work and what was the first feedback you received?

The feeling I had these days working in Garibaldi was very positive. All the people who have stopped to look at the wall have grasped the originality and uniqueness of the project. Some people may not recognise the character, but the colours pierce the wall, attract attention and make everyone curious. The secret to not missing opportunities like these is to always try to follow your instincts, bringing the brand as close as possible to your vision.

You created a mural for Saucony during Design Week. What is the idea behind what you represented?

I was informed about the event that will present the whole operation, which will include guests from the world of Italian and international rap, so I tried to give a hip hop slant to the work (a language that is widely used today in the world of communication). I decided, together with my team, to give life to a huge b-boy resting his Saucony on a Ghetto Blaster in order to meet the brand’s requirements as much as possible by putting the trainer in the foreground.
By doing this we were able to enhance my style and at the same time communicate the product. Once the work on the wall was finished, I had the most incredible sensation, as if suddenly a mega Toy had appeared in the heart of Corso Garibaldi, like the Marshmallow Man from Ghostbusters but more colourful.

Fabio Tambosi

After more than 18 years of experience, this spring you became Saucony’s Chief Marketing Officer. In a world that seems to be moving faster and faster, especially when it comes to fashion and streetwear, what is the key to always be original and up-to-date? 

Originality comes from staying truly connected to our brand heritage and values, while making sure we are listening to the voice of the consumer. At Saucony, we exist to empower the human spirit, with every stride, on every run, and in every community. Community is key, and for over 123 years the Saucony brand has been fueled with love and energy; now we are further energized to continue to share that passion with the sneaker culture community. Streetwear is always a huge inspiration when it comes to fashion; walking down a busy street in any community can always inspire us to find both who and what is original. And it’s always authentic.

For the design week you decided to involve EricsOne, what attracted you to him and what do Saucony and EricsOne have in common? 

Saucony Originals EricsOne

We are excited and proud to work in partnership with EricsOne; he is an incredible storyteller and creator who embodies our brand values for self-expression, reflected in his work with the Shadow 6000 iconic sneaker.

It was important to us to work with an artist who has the power to inspire our community by bringing joy and optimism as a celebration and invitation to always be your best own best-version.

In recent years we have noticed how brands are increasingly inclined to collaborate with artists, designers, musicians and creatives of all kinds, as if people were no longer satisfied with a product or a collection, but needed something more, or different.  Do you think that this trend is a positive thing that can lead the brand to be known by a new audience, or do you think that the involvement of different targets in the long run may turn out to be an obstacle?

A collaboration can be a very powerful statement of shared values. With two creative minds coming together for one joint vision, it can act as a catalyst to unleash untapped potential, innovation and design.  Our name Saucony is derived from the word “saconk,” a Native American word which translated means “where two rivers run together,” representing unity and collective creativity. As we continue to evolve as a brand, we see collaborations becoming a platform that can humanize our stories with a more personal and emotional connection to the brand. At its core, collaborations symbolize the intersection of shared values between two worlds. 

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Written by Giulia Guido
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