The campaign by Superimpose Studio builds on their three year relationship with the shoe brand
East London-based creative agency, Superimpose Studio, today announces the release of Bodega Babies, the fourth and final instalment from a collaborative series between adidas Originals and US hip hop artist PUSHA T. The short film is inspired by memories of his local bodega and the rapper’s rise through the New York streets, and marks the worldwide launch of the EQT King Push Bodega Baby trainer.
This explorative video release centres on the EQT collaboration and presents a premium take on the new EQT trainer inspired by Pusha T’s experience of life on the streets and pays tribute to the neighbourhood corner store ‘bodega’ - a proving ground for growth and evolution; a place where people buy their groceries, hang outside at night, gain respect for peers, and earn respect themselves.
Concepted by Superimpose Studio’s co-founder and creative director Ollie Olanipekun, the story depicts an authentic and sincere portrayal of Pusha T’s neighbourhood. From the film narrative to location planning, casting to the final execution, Superimpose led the creative vision and direction from start to finish. Award-winning, London-based director Thomas Ralph of Caviar was chosen to cast his perceptive lens across life within the Brooklyn borough and capture the essence of the city’s most vital hubs. The 2:46 minute film tells how bodegas are the heartbeat of the downtown community, presented in part surrealism, documentary and fiction, with music featured from Pusha T’s upcoming album produced by Kanye West. The fourth and final release of EQT conveys the evolution of the critically-acclaimed artist and his adidas Originals collaborative models.
This latest campaign follows Superimpose Studio’s adidas Originals x Daniel Arsham work and extends on their three year relationship with the brand that sees the agency continue to connect Originals to young audiences around the world through culture and lifestyle.
“Staying true to our authentic roots is inherent in all that we do at Originals, “says Alegra O’Hare VP of Global Communications, adidas Originals. “We believe in giving our partners creative freedom and challenging them to push the bounds and Superimpose Studio did just that with Bodega Babies.”
Ollie Olanipekun, Creative Director and Co-Founder at Superimpose Studio says: “This was a dream project for us being able to work with an icon like Pusha T and given the licence to tell an incredible story on a global brand’s channel. Authenticity has been the default buzzword for brands in the past few years but with this we pushed all elements that shaped the creative output even further. We wanted to be true to the meaning of the word so that it feels sincere and real. This approach sits at the core of everything we strive to do as a studio.”
At the core of the Pusha T and EQT collaboration is the model’s hard beige colourway, inspired by the iconic brown paper bags used to pack groceries and conceal liquor bottles bought at bodegas. As with all Pusha T releases, the model comes presented in exclusive luxury packaging, reinforcing the story behind the shoe and completing Pusha’ tribute to the bodega lifestyle. The adidas Originals EQT Support Ultra PK King Push “Bodega Baby” releases worldwide early November 2017.