Childish Gambino Is the Newest Brand Co-Creator for Adidas
Childish Gambino's new animated short for Adidas Originals is just the beginning of an extensive creative partnership between the multi-hyphenate artist and shoe brand. The company announced on Tuesday (Sept. 4) that the rapper born Donald Glover will serve as a Brand Co-Creator.
"With this partnership, we want to challenge the parameters of a conventional brand collaboration - cutting through the indiscriminate noise of contemporary culture to create something special," Jenny Pham, the brand's senior director of global brand marketing and communications, said in a press release.
Glover will be collaborating with Adidas Originals on creative projects, footwear and apparel, according to the presser. The first project, a short film titled "Donald Glover" released yesterday (Sept. 5), functions as an epilogue to the artist's new video for his song "Feels Like Summer."
体育投注网址In the music video, an animated Gambino walks down a neighborhood street observing various rappers engaged in summer activities before walking up to a house and stepping inside. The branded short shows the character indoors, taking off his shoes, and putting on a pair of Adidas sneakers.
The Emmy nominee体育投注网址 explained in the press release that he's interested in the opportunity for creative freedom. "I believe it’s important not to feel like ideas are bound by specific guidelines and Adidas Originals has given me the opportunity to create on my own terms," he said. "I’m looking forward to seeing what that leads to."
Glover joins Kanye West and Pharrell Williams as the latest A-list artist to join the Adidas team. West announced this week the re-release of the Yeezy Boost 700 Wave Runner.
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