For the 50th anniversary of Hip Hop, adidas Originals asked us to create a film using existing library footage to celebrate the moment. Taking any cultural credit is a delicate situation, so we had to find a way to honor the people & places without forcing adidas into the storyline.
adidas’ relationship with Hip Hop is a literal phenomenon. It wasn’t planned, or orchestrated; it just happened. 50 years ago Hip Hop chose adidas. So, naturally, all the historical footage is effortlessly branded.