From controlling the charts to influencing the fashion world, Young Thug, 21 Savage, and Playboi Carti are making moves.
Adidas has emerged as a prime Hip Hop endorser over the last several years. In effort to fight its waning athletic apparel market share, the German shoe outfitter has heightened its influence by strategically placing themselves in one of pop culture’s most impactful arenas. 2 Chainz received a deal back in 2012; Pusha T has ingrained himself in their fabric; and, of course, some of the most coveted shoes are none other than Mr. Kanye West’s Adidas Yeezy Boosts. Now, three of today’s brightest stars add their names to the mix.
Young Thug, 21 Savage, and Playboi Carti are distinguished “new wave” rap representatives, making them millennial puppeteers and brand ambassador commodities—if the kids see them wearing something, their wardrobes will adhere to this aesthetic. Adidas is well aware of this fact.
In their latest ad spot, the iconic three stripe brand tapped some of today’s most prominent tastemakers to portray their message of preaching individuality. Perpetuating this notion alongside Thugger, Savage, and Carti are basketball phenom James Harden and the questionably envied Kendall Jenner (hopefully this ad works out better than her last one…). While these five individuals exemplify different pop culture segments, they harbor one resounding similarity: they achieved success on their own terms.
Gold accents, dirt bikes, mystical elements, cold tubs, and enthralling special effects accompany this visually captivating ad, accentuating Adidas’ brand goal of originality. Watch the 90-second spot below to get inspired and pick out fresh gear.