Music, culture and fashion have long been intertwined, and adidas’ latest campaign for their new NMD_V3 featuring Australian singer-songwriter Ruel feels like a match made in heaven.
Made for those who respect what’s come before, while also staying up to date with what’s coming next, the latest silhouette in the NMD family stands proud as a future icon created for the rebellious explorers forging the cities of tomorrow.
Shot in Sydney’s urban underground tunnels, the aesthetic campaign featuring the up-and-coming icon captures the spirit of the ‘modern nomad’ and champions those who are creating culture in every corner of their city.
Located in the same tunnels the campaign was shot in, the performance was an hotly anticipated for all involved, evidenced by the crowd of screaming teenage fans singing along with Ruel – who looked effortlessly cool as he rocked the iconic adidas NMD_V3 in cloud white at adidas’ secret show.
A partnership with adidas is just the latest impressive project for the 19-year-old, who became the youngest solo artist to win an ARIA award in 2018 at just 16, and was once dubbed “the most amazing voice that I’ve ever heard from a male singer at 14 years of age” by music legend Sir Elton John.
The adidas NMD franchise is one of the brands largest and was an industry first using cutting-edge technology throughout the sneaker. Since its launch in 2015, adidas has collaborated on bold iterations of the silhouette with famous faces like Pharrell Williams.
Back in 2015, adidas Originals launched the trailblazing NMD silhouette, taking cues from the brand’s archive to create a shoe that disrupted the sneaker world at the time. Six years later, adidas is channelling the same independent mindset to present the NMD_V3.
The global campaign for NMD_V3 launch features the talents of multi-hyphenate Brazilian performer Anitta, Argentinian DJ and producer Bizarrap, and French footballer Karim Benzema with Ruel leading the campaign in Australia.
adidas teamed up with these artists to champion those globally who are ‘creating new paths’ and culture in their home cities across the globe.
Arriving in an array of progressive colourways, the NMD_V3 launched on Monday, October 10th and is available via adidas.com.au/NMD and adidas stores.