Adidas uses London, Paris-based rappers for campaign behind new Chile 20 collection

By

Sandra Halliday

Published
Feb 20, 2020

Adidas has launched its latest Chile 20 tracksuit collection and the sports giant is backing the debut with a campaign that saw it going off the beaten track in London and Paris.

 
Avoiding those cities’ tourist hotspots, it’s part of the (for-now-subtle) marketing programme in the run-up to the Olympics in Tokyo later this year. The collection itself looks back to the Chile 62 tracksuit line and mixes sports clothing inspired by the Olympics with a streetwear edge.
 
The Cities Made To Create campaign continues its tendency to work with rappers, in this case, emerging artists Oboy and Kojey Radical who talk about their respective hometowns of Paris and London and what they mean to them. 
 
Oboy talks of the greyness of the Villeneuve-Saint-Georges suburb of Paris that nonetheless has inspired his music and overall style. Kojey Radical does the same, looking at London’s Hoxton area.

 
"Far from tourist clichés, this campaign is about roots, street culture, and the energy of cities as sources of inspiration," Hervé and Olivier Bienaimé, co-presidents and creative directors of the agency behind the campaign, 84.Paris, told Campaign Live.
 
The agency, which has a reputation for being able to reach younger consumers, is known for its focus on pop culture and street culture campaigns.
 
The creative work will be seen in both print and digital with a two-minute film as the key focus.