By Ade Mangum(@HollywoodAde)
Addias is no stranger to hip-hop. Their marriage dates back to the genre’s infancy with legendary Queens MCs Run-DMC rapping about “My Addidas.” Recently the sneaker brand recruited another superstar from the borough, Nicki Minaj, to appear in their latest adidas Originals commercial. The new spot also features Big Sean, Chicago Bulls player Derrick Rose, Sky Ferreira, K-Pop group 2NE1, and Kids These Days all sporting their own creative, colorful and original style. In the ad, we’re taken to all corners of the world, while marching to the soundtrack of Nicki Minaj’s “Masquerade”
We first caught wind of the commercial in a tweet sent by fashion designer, Jeremy Scott, this past April. He shared that Nicki was being followed by both the paparazzi and her legion of Barbz during the shoot. He also tweeted a group picture featuring Nicki rocking one of his designs.
Scott, the prolific designer, who you might hear A$AP Rocky namedropping on songs, caused a bit of controversy within the hip-hop community a few weeks back thanks to one of his outlandish designs. In June, photos of Scott’s latest sneaker design “Roundhouse Mid Cuff Handcuffs” were previewed on Addidas’ Facebook page. It was met with backlash from consumers calling it racist and insensitive to slavery. It immediately became a Twitter trending topic and was dubbed “Shackles.” Scott says the sneaker was inspired by Pet Monster, a children’s toy from the ‘80s, but Addidas ultimately issued an apology and halted the release of the sneaker.
With Scott still appearing in the new Adidas commercial, it’s clear that his working relationship with the brand hasn’t been affected.
What do you think of the new Adidas commercial?