Jesse James
The good folks over at adidas and Foot Locker are joining forces. The two are coming together for the launch of UNheard, an inclusive music initiative empowering emerging artists. Coinciding with the launch, the brand with the three stripes is reworking the original CHILE 62 tracksuit. Catering to a new generation. The campaign was shot by photographer Kyle Weeks, film director Stephen Agnew and videographer Aaron Reid. We see musicians: Dark Pyrex (Italy), Ahzumjot (Germany), Dinos (France), Greentea Peng (United Kingdom), and Yung Nnelg (Netherlands), along the way. UNheard looks to use the power of hip-hop as a vehicle for cross-cultural understanding.
It will provide musicians with the space to express their ideas and opinions with each other. adidas Originals will activate the initiative across five European countries. Featuring five upcoming Hip Hop artists and five interpreted songs from five original tracks. An evolution of the iconic CHILE 62 collection, which became a hip-hop staple, the CHILE 20 collection is stunning. The design features a gold embroidered Trefoil logo, prominent throughout the collection on black tracksuit bottoms. Elsewhere we see black zip-up and pullover hoodies with the recognizable three stripes branding. The CHILE 20 collection will be exclusively available in Foot Locker stores across Europe and on the retailer’s website from November 1st.
Check out a short behind the scenes video from UNheard below and look for much more from Foot Locker coming very soon. In the meantime, keep it locked here to The Culture Curators for more style and streetwear coming very soon.
Photos via Kyle Weeks
