Adidas has always been famous for its ability to connect and represent the subcultures that make up street culture. In an effort to stay true to this ethos, the global sportswear brand recently teamed up with three South African creatives to showcase their latest footwear styles in a uniquely South African context.
Focalistic, an artist who was born in Pretoria, was featured in the campaign, as was Ponahalo Mojapelo, a fashion icon and supermodel, and Kabelo Kungwane, a football culture expert.
The partnership was a celebration of the local subcultures that have had a significant impact on street culture in South Africa and the role that Adidas footwear has played in this evolution. The three creatives, each with a distinct point of view, were the ideal choice to highlight the most recent styles of the brand and pay tribute to the subcultures they represent.
The campaign served as a helpful reminder to Mojapelo, who has collaborated with renowned designers like Thebe Magugu, that being distinctive is essential for success. She pointed out that the campaign showed that with dedication and hard work, anything is possible.
It was a message that deeply moved her, and she hopes it encourages others to push their limits and aim high.
Focalistic, the Amapiano performer, whose brand is known for its local area arranged ethos, shared Mojapelo’s opinions. As far as he might be concerned, the mission was a festival of the variety and dynamic quality of South African road culture. He noticed that the brand’s capacity to associate with the neighborhood subcultures was one reason why the cooperation impacted him to such an extent.
The expert on football culture Kabelo Kungwane also emphasized the significance of recognizing the variety and depth of South African street culture. He mentioned how Adidas has consistently appealed to young people and reflected their own viewpoints.
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Adidas South African Collaboration
The campaign was a perfect representation of this connection, showcasing the brand’s ability to adapt to the ever-changing street culture and remain relevant.
The Adidas campaign featuring three South African creatives was a celebration of the brand’s ability to connect with local subcultures and pay homage to their role in street culture. The campaign was a reminder that being unique and pushing boundaries is the key to success, and that dreams are achievable with hard work.
The collaboration showcased the diversity and richness of South African street culture, and the role that Adidas footwear has played in its evolution. It was a celebration of local creatives who are considered game-changers in their respective fields, and a testament to Adidas’ commitment to staying true to its roots.
For Mojapelo, a supermodel and fashion darling known for her work with top designers like Thebe Magugu, the campaign was about celebrating individuality and the power of pursuing one’s dreams.
She notes that being unique has helped her push boundaries and reach for the stars, and sees the campaign as an opportunity to inspire others to do the same. By showcasing local creatives who are considered game-changers in their respective fields, Adidas is sending a message of empowerment and possibility to its customers.
Focalistic, an Amapiano musician who raps in the local language known as “Spitori,” resonated with the campaign because of its community-oriented focus.
He notes that his success is due in large part to the support of his community, who have been with him from the beginning and continue to be his biggest supporters. For Focalistic, the campaign is a way to celebrate the culture and language that he holds dear, while also connecting with others who share his passion.
Kungwane, a football culture specialist, finds inspiration and support within the football community. He notes that the shared love of the game creates a sense of camaraderie and connection that transcends differences in background or culture.
For Kungwane, the campaign is a way to celebrate the ways in which sports can bring people together and create a sense of belonging and unity.
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Ponahalo Mojapelo
Mojapelo is a South African supermodel and fashion darling known for her bold style and distinctive look. Born and raised in Pretoria, Mojapelo began her career in the fashion industry as a model before transitioning into a career as a stylist and creative director.
Mojapelo’s unique sense of style has garnered her a large following on social media, where she regularly shares images of her bold, eclectic outfits. Her style is often described as a mix of high fashion and streetwear, with a focus on bright colors, bold patterns, and statement accessories.
Mojapelo’s work as a stylist and creative director has also been widely praised, with many noting her ability to push boundaries and challenge conventional ideas of beauty and fashion. She has worked with some of South Africa’s top designers, including Thebe Magugu, and has been featured in numerous fashion publications both in South Africa and internationally.
In addition to her work in the fashion industry, Mojapelo is also an advocate for diversity and inclusivity, using her platform to speak out about issues related to race, gender, and representation.
She has been vocal about the need for greater diversity in the fashion industry, calling for more representation of people of color, plus-size models, and other underrepresented groups.
Mojapelo is a creative force to be reckoned with, using her distinctive style and keen eye for fashion to push boundaries and inspire others. Her commitment to diversity and inclusivity has made her a role model for many, and her work as a stylist and creative director has helped to shape the fashion industry in South Africa and beyond.
As she continues to push boundaries and break new ground, Mojapelo is sure to remain a major force in the world of fashion and style.
Photo: Unsplash