adidas Originals in collaboration with Foot Locker pay tribute to Paris and London in its latest campaign, ‘Cities made to create.’ Highlighting how both cities continue to inspire musicians Oboy and Kojey Radical, the new faces of CHILE 20’s launching campaign. Tapping into the pivotal years of music in Paris and London, identifying how music and the cities opened up to cultural mixing – promoting life together.
The campaign follows rappers, Oboy and Kojey Radical, through an authentic journey in Paris and London, two distinct realms of street culture and rap. ‘Cities made to create’ will depict how the emerging rap talents find likeness with their respective cities, digging deep into the ways in which their environments inspire and push them to create and innovate. A vibrant mix of two unique surroundings, these are stories of suburban pride and positive nostalgia.
Born in London, of Ghanaian descent, Kojey Radical is a multifaceted artist recognised for his exceptional talent in music, poetry, visual arts and fashion. The MOBO-nominated rapper has travelled through the underground scene with insightful and critically acclaimed projects investigating his own identity as he builds visual narratives on depression, love and God.
From the Villeneuve-Saint-Georges suburb near Paris, the 22-year old rapper OBOY is one of the city’s most exciting rhymers, flaunting a sonic style that pays homage to the iconic Atlanta sound. Derived from his admiration for the Migos, the emerging musician fuses heavy trap beats with the trillwave sonics to communicate a wide range of themes from the streets to his crew.
The ‘Cities made to create’ campaign aims to be an advocate for the next generation of creators who are inspired by their respective cities, as well as a creative vessel for the newly reworked CHILE 20 tracksuit, a franchise designed exclusively for Foot Locker. An evolution of the iconic CHILE 62 collection which became a hip-hop staple, the CHILE 20 collection features an adidas “CHILE” print at bottom aligned with trefoil logo side, rounded off with a pop of color at the collar and hood lining for hoodies with the instantly recognisable three stripes.
The adidas Originals CHILE 20 collection will be exclusively available in Foot Locker stores across Europe and on the retailer’s website from February 14th.