Alan Titchmarsh Helps Adidas Launch Horti-Couture

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Everyone knows Alan Titchmarsh as a gardener, but it looks like clothing and footwear giant Adidas has convinced him to be the celebrity face of its new gardening apparel. Titchmarsh appeared in a series of adverts for the launch of the new horti-couture line, which is aimed at ‘avant-gardeners’.

The clothing and shoes that Adidas created are designed to be at home in the garden, much like trainers are in the gym. The demand side of the equation has yet to be determined, and the clothing and shoe prices aren’t low by any means.

Does Titchmarsh Know Something We Don’t?

Many activities need specialized apparel, but gardening may not be one of them. Adidas may be hoping that getting a well-known gardener like Titchmarsh to promote top-end gardening shoes will help them to sell, as many kinds of celebrity endorsement deals work along such lines.

The real issue for Adidas may be that most people that garden don’t have celebrity aspirations, nor do they participate in a social cult in the same way that sport fanatics do. People might be willing to buy a pair of trainers or a football jersey that their favorite footballer wears, but gardening culture may disappoint Adidas.

Then there is a question of wear. As any gardener knows, the clothing and shoes we wear in the garden gets beat up and dirty. Many people choose to wear old clothes when they garden because the outdoors can be rough on nice clothes.

New Clothing May Not Improve Gardening

The real question for gardeners is: Will the money spent on Adidas horti-couture would improve their gardening experience?

The answer to that question will depend on your personal preferences, but gardening apparel is unlikely to have the same kind of impact on gardening that running shoes have on running. By the look of the shoes that Adidas introduced for gardeners, wet-muck will still be an issue that will need to be addressed with waterproof footwear.

As far as the gardening vest that Titchmarsh was sporting in the Adidas ads, it does look useful, though, at more than 100 pounds, it might come in looking expensive for something that is going to get covered with dirt, mud, and compost.

Much like the footwear, the wearables don’t seem to be waterproofed, which can be an issue for anyone who is planning to use this kit in the UK. If you want to learn more about the new horti-couture line from Adidas, just follow this link.


Nicholas Say was born in Ann Arbor, Michigan, where his family would go to the farmers' market every weekend. He loves to garden and spent many years in South America in vegetable gardens that he owned. Nicholas thinks that plants are wonderful creatures that can give us all so much. Contact him at

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