I’ve had a number of serious complaints and issues with adidas in regard to the repetitive nature of their footwear designs. I’ve written several articles including my recent analysis of the Prophere.
In the New York Present Daniel Arsham release adidas captures the elements of the Iniki and NMD utilizing BOOST cushioning and they take the toebox back to the beginning of classic construction creating what I think is easily the best looking release of the year for the brand. It just so happens that this release arrives via a complimentary analysis of the intersection of art and life via a short film by Arsham named Hourglass. The series is backed by adidas and the first release arrived 4 months ago in “Past”
Past featured a more deconstructed model, where a kid takes the time to recreate his ZX based footwear while he listens to Digable Planets’ “Rebirth of Slick”. A perfect subversive song with jazz licks that was rebel music but was not seen as such. (There is a bit of an issue in that Rebirth was released around 94 and Present is a flashback to 92, but that may be the geek in me paying too close attention.) In the film there is also the Buddhist Sand Garden concept used in Past that shows the beauty in crafting something that can be erased and recreated. It’s about rebirth.
Present features the grey model shown above and the film continues the theme of discovery through analysis and a slightly older Daniel who has to deal with a darkness. It’s a well crafted marketing tool that understands the importance of storytelling in delivering footwear to a market that wants the brand to be more than sport or just footwear. adidas nails it again with Part 2 and I’m excited about Future. Especially since many of the campaigns of the last year have dealt with Future and adidas’ role in the life of those moving forward while looking back. Use the source link to see more pictures.
