Cultural leader, Pharrell Williams
continues exploring his ongoing love affair with two of adidas' most celebrated
design icons: the Superstar Track Jacket and the Stan Smith sneaker. The final
adidas Originals = Pharrell Williams product delivery for 2014 finds Pharrell
toying with the classic polka dot: a bold, fun print motif that signals both
energy and joy.
From Friday, 28 November the Polka
Dot Pack featuring small scale dots printed in red on the iconic Stan Smith
silhouette will be available in South Africa, accompanied by satin track
jackets. Both jackets and trainers are ranged in a palette of yellow with red
micro-dots; blue with red micro-dots; and a fresh white, also featuring the
smaller sized red dots.
The campaign artwork accompanying
these deliveries plays off the same optimistic and playful spirit of the
spotted product. Once again captured through the lens of photographer, Ryan
McGinley, art directed by Lloyd & Co. and styled by editor, Jay Massacret,
the campaign visuals intend to express the most profound joy of all: love.
Aerial shots of the same group of millennials - first seen in the Tennis
Campaign / Equal Sign images - reveal the group has united once more, this time
in the shape of a heart. This heart formation expresses the importance of love,
respect and the power created through unconditional acceptance.
With its youthful, uplifting spirit,
offering imagery and styling that are approachable and "real", the
campaign strives to communicate the key tenet of the continued collaboration:
'Equality is love visualised. It is a
symbol of affection, the action of affection. Equality is everything from a
greeting to a declaration of true love; in all its forms. It is ACCEPTANCE. It
is LOVE. It is STRENGTH,' explains Pharrell Williams, November 2014
From Friday, 28 November at a
recommended retail price of R1,399 for the trainers and R1,499 for the track
tops, the adidas Originals = Pharrell Williams Polka Dot Pack will be available
at adidas Originals Canal Walk and V&A Waterfront (Cape Town) and Menlyn
Park Shopping Centre (Pretoria); as well as a store is good, Shelflife, Smith
& Abrahams, Prime, Dip Street, X-Trend, Dapper, Soho, The Jungle,
Streetcred, Sportscene, Side Step and Rashid Kassim.
From
The Desk of: Fabrizia
Degli Esposti | Brand
Marketing and PR Manager
| Fabrizia.DegliEsposti@adidas.com
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