Adidas x MAGENTA
WHAT: A collaboration between Adidas and american hiphop artist ASAP FERG.
SCOPE: Second partnership between Adidas and ASAP FERG. Project direction. Product creation planning & product marketing process (Styles, pricing, cost, fabrics & trims). Global project. Worked with design director to develop product design direction from the artist vision and creative direction. Pre-production, development approval, design approval, sample approval and go-to-market tool creation.
PRODUCT: Footwear, apparel & accessories.
MISC: The whole collection was featured on the artist videoclip “Nandos” (+2.5 millions views on Youtube)
“Inspired by the plight of disenfranchised youth in inner cities, Ferg draws similar parallels from his own experience growing up in New York City, creating unity and celebrating the determination to overcome adversity.
From the mismatched clothing style worn by nomadic youth to a mashup of genres, the adidas Skateboarding x Trap Lord collection bridges the gap between skate culture and hip-hop.”