Six years after launching the trailblazing NMD silhouette, the Trefoil has returned with an updated take on the original cutting-edge innovator. The global NMD_V3 campaign also features multi-hyphenate Brazilian performer Anitta, acclaimed Argentinian DJ and producer Bizarrap, and the sensational French footballer Karim Benzema.
Sportswear brand Adidas Originals has teamed up with Indian Bollywood superstar and brand ambassador Ranveer Singh to launch a brand campaign called ‘made Originals’. The campaign reflects on the past by paying homage to sneaker silhouettes: Superstar, Stan Smith, Forum, whilst shining the light on the future with the launch of all new NMD_V3.
The campaign is set against a backdrop of dynamic visual language and an impactful voiceover. The campaign highlights the legacy of the four iconic sneakers that have created an indelible mark on street culture.
Speaking on the campaign, Sunil Gupta, senior director, brand Adidas, India said, “The Superstar, Stan Smith, Forum and NMD are iconic footwear franchises that not only form the foundation of Adidas Originals’ history but also of street culture universally. These iconic footwear silhouettes are ubiquitous on the feet of a generation that chooses to colour beyond societal conventions. And through the ‘made Originals’ campaign, we aim to celebrate the indelible canvas that these icons have left behind for next generations to build upon.”
Adidas Originals brand ambassador Ranveer Singh shared his thoughts on the campaign, “My journey with Adidas Originals goes right back to my college days when I purchased my first pair of Superstars. Such classics have been an integral part of street culture, and they are nowhere near done making history. With this campaign, I am excited to push beyond our boundaries and usher in a new era of originality as a tribute to these iconic sneakers and especially the brand new NMD_V3 silhouette.”
The campaign also marks the launch of the new NMD_V3 silhouette. Built for a life in motion, the NMD V3 reimagines its own iconic heritage with a distinctly forward-thinking vision. Dynamic by nature, the silhouette features a re-engineered mesh that wraps around the foot, a transparent heel clip, and BOOST cushioning that’s partially encapsulated in a TPU shell. The NMD V3 also comprises an upper made with a high-performance yarn which contains at least 50 per cent Parley Ocean Plastic – re-imagined plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines – and 50 per cent recycled polyester.
The NMD_V3 is available via Adidas’ online platform and select retailers across the country.
Fibre2Fashion News Desk (KD)