adidas assembles creatives from Indonesia, Malaysia, Philippines, Singapore and Vietnam for brand's first Southeast Asia initiative
PHOTO: ADIDAS SINGAPORE
Singapore, 29 August 2022 - In 2015, adidas Originals launched the trailblazing NMD silhouette, taking cues from the brand’s inimitable archive in order to create a shoe that disrupted the sneaker world at the time.
Six years later, the Trefoil has returned with an updated take on the original cutting edge innovator, channelling the very same independent mindset to present the NMD V3.
PHOTO: ADIDAS SINGAPORE
Made for those who respect what’s come before, while also staying up to date with what’s coming next, the latest silhouette in the NMD family stands proud as a future icon created for the rebellious explorers forging the cities of tomorrow.
Boldly mapping the future to come, the launch of the NMD V3 silhouette in Southeast Asia will be accompanied by a first-of-its kind regional initiative, which celebrates the spirit of modern and Original trailblazers with the adidas Originals NMD Cypher.
PHOTO: ADIDAS SINGAPORE
The adidas Originals NMD Cypher
By definition, a ‘Cypher’ is a gathering of rappers, beatboxers, and/or breakers in a circle, extemporaneously making music together.
Naufal Gani, Senior Manager Brand Communications of adidas Southeast Asia shares, "The idea of performing a cypher across Southeast Asia to celebrate the launch of NMD V3 was inspired by genesis of creation – creativity."
"We wanted to go back to the source of creation while pay homage to the iconic spirit of the NMDs. We chose music as a lever for that as music has the power to viscerally move and inspire millions around the world."
PHOTO: ADIDAS SINGAPORE
"A nod to adidas Originals deep heritage in hip-hop, the team conceived the NMD Cyphers to amplify the campaign story, while put forward visionaries across the region as faces for the NMD V3 in a way that’s never been done before."
As part of the Cypher, Creators from Indonesia, Malaysia, Philippines, Singapore, and Vietnam were called upon to tell their stories through music, while celebrating the spirit of NMD.
Each country saw a music producer create a beat which captures its local identity, while adopting a structure for Rappers/Beatboxers/R&B musicians to build off to deliver unique flows, sharing their stories of trailblazing through challenges to achieve what seemed like the impossible.
PHOTO: ADIDAS INDONESIA
Each of the Cyphers feature hip-hop artists such as singers, rappers and/or beatboxers who are regarded as legends who have paved the way for the future generation of artists, and Creatives who have taken up the mantle today to further their respective music and hip-hop scenes further.
The Cypher brings together these stalwarts and new-generation Creators to celebrate the spirit of trailblazers: urban nomads who brave the frontiers to chart a path of their own, to create something true to them as creatives.
PHOTO: ADIDAS SINGAPORE
Release dates for NMD Cypher and NMD V3 retail launches:
The adidas Originals NMD Cypher will be released on adidas Indonesia, Philippines, Singapore and Vietnam’s Social Media pages, alongside the launch coveted NMD V3 silhouettes on these dates:
PHOTO: ADIDAS SINGAPORE
Indonesia
NMD Cypher release dates
22 August 2022
NMD V3 retail launch dates
22 August 2022
Singapore
NMD Cypher release dates
22 September 2022
NMD V3 retail launch dates
22 September 2022
PHOTO: ADIDAS SINGAPORE
Malaysia
NMD Cypher release dates
23 September 2022
NMD V3 retail launch dates
2 September 2022
PHOTO: ADIDAS SINGAPORE
Vietnam
NMD Cypher release dates
29 September 2022
NMD V3 retail launch dates
29 September 2022
Philippines
NMD Cypher release dates
30 September 2022
NMD V3 retail launch dates
26 September 2022