adidas reimagines UltraBOOST DNA in 'City Pack': Celebration of Local Cultures in Southeast Asia

adidas teams up with creatives from local communities in Southeast Asia to unveil an exclusive collection of six UltraBOOST DNA designs

PHOTO: ADIDAS SINGAPORE


1 November 2021, Singapore - adidas has unveiled its CITY PACK today, a creative reinvention of the popular UltraBOOST DNA, in collaboration with six local creatives from across Southeast Asia.


It is the first time adidas has launched a regional hyperlocal collaboration like this to redesign a street-fashion icon. An origin story by the community, for the community, adidas has teamed up with creatives from Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam to recreate this exclusive collection of six new UltraBOOST DNA designs, each representing and celebrating their respective homeland.

Southeast Asia is the heart of a new world order. Rich in traditions, diverse in culture, a myriad of beautiful language and vernaculars, yet, united in hope for a greater, better future. This is the land where some of the world's best talents are unearthed - in sport, the arts, fashion and music.


CITY PACK celebrates just that; the coming-together of different cultures and people of Southeast Asia, presenting the versatility and richness of the cultures, communities and identities in the region.

PHOTO: ADIDAS SINGAPORE


Six bold UltraBOOST DNA designs will be launched, with each taking inspiration from the respective local identities of Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.


Drawing inspiration from Singapore's futuristic landscape and the efficient, systemic ways of working - an inherent part of Singapore's progressive identity - Singapore’s collaborator, Eman Raharno Jeman (ClogTwo) shared: “Instead of using heritage and tradition, I drew relation to mechanical components, wires, and gears to symbolise the people that run this ever-changing, ever-progressing machine island."


"A representation of my country, the processor is the smallest yet most powerful component in the computer. This is what I perceive Singapore to be: a state of the art, well-oiled and always-in-motion nation.”

PHOTO: ADIDAS SINGAPORE


Petr Stastny, Country Manager of adidas, added: "The ULTRABOOST (UB) has always been a first and the pioneer in winning the hearts of consumers all around the world, changing the way they see and feel running."


"With CITY PACK, we're bringing back the ULTRABOOST DNA edition this time for a different reason - we want to celebrate the diverse identities and cultures in the region by creating meaningful designs that represent those very identities, in a well-loved silhouette that consumers journey in."


The CITY PACK will be available in Singapore via the adidas app, on adidas.com.sg and at selected retail stores from 11 November 2021 onwards for SGD $280.


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