Marimekko and adidas announced a second collaboration collection. Spanning from sportswear to streetwear, the adidas x Marimekko limited-edition collection for Fall/Winter 2021 is a celebration of creativity found in both sports and play. The hero print of the collection is Maija Isolas iconic Unikko (poppy) print from 1964, now used for the first time ever in a sports apparel collection. The collections versatile performance and lifestyle styles span from training, tennis and swimwear to shoes and accessories, and key pieces from the collection have been made in part with recycled materials and Parley Ocean Plastic. Parley Ocean Plastic is upcycled plastic waste intercepted on remote islands, beaches, coastal communities, and shorelines, preventing it from polluting its ocean. Limited-edition brand collaborations increase Marimekkos international brand awareness and this way support Marimekkos international growth strategy. In addition, brand collaboration collections typically generate licensing income to Marimekko. Licensing income from the collaboration with adidas has been recognized as revenue for Marimekko in EMEA in the first quarter of 2021.