Written by Shona Smith on Nov 6, 2019. Posted in General Interest

Foot Locker and Adidas Originals tap into hip-hop culture in five European cities

The campaign from Foot Locker and Adidas Originals relaunching the iconic CHILE 20 tracksuit collection looks to promoting cross-cultural understanding through music.

Amsterdam based creative studio behind the campaign Brand Articulations and Studio LORE documented three days of studio collaborations for the campaign. James Yeats Smith, Creative Director, LORE says “At at time when Europe is fraying at the edges, it’s more important than ever to seek out new ways to understand and relate to one another. Unheard is a platform with the power to do that”.

Five up-and-coming European hip-hop artists representing the UK, Netherlands, Germany, France and Italy contributed an original track as well as translating and re-interpreting aother into their own language and style. From the UK, London based Greentea Peng collaborated on a tracks as well as reinterpreting a track from Parisian artist Dinos. Dark Pyrex, from Milan, Ahzumjot from Berlin, Yung Nnalg from Amsterdam joined them in Amsterdam.

The UNheard campaign promotes cross-cultural understanding of music, and sees the artists discuss similarities of experience of artists and young people across Europe, while the tracks themselves underscore the musical and cultural characteristics of their home countries. Introductions, rehearsals, studio sessions and the final live performance were collated into films and interviews across Foot Locker and social channels and all the songs are available for free online.

Client: Adidas
Production Company: Studio LORE
Creative Director: James Yeats Smith
Director: Stephen Agnew
Producers: Neil Henry, Roche Wong
Executive Producer: Neil Henry
Editing Company: Studio LORE
Audio Post: Stainless Sound
Music: Adidas EIM & Daniel Cross
Post Production: CHEAT London
Media Agency: MediaComm