A collective of South African
artists take to the streets in the
new adidas Originals NMD
adidas has teamed up with a cast of South African creatives to launch its new style, the adidas Originals NMD. Street style trio The Sartists (Kabelo Kungwane, Wanda Lephoto and Xzavier Zulu), model Emma Menteath, actress Amanda Du Pont, photographer Trevor Stuurman, artist Tony Gum, Siya Belyile of The Threaded Man and musician Anatii all wore the shoe their own way for this shoot by Neils Botha and Werner Botha. The NMD brings together archival designs with new technology to create a lifestyle runner with a striking colour blocked sole. The project was debuted at Smith Gallery in Cape Town with Shelflife and joins the global rollout of the trainer.
“adidas Originals' ideologies on design and culture are aligned with my own. Their silhouettes, functionality, material applications, colours and choice of artists such as NIGO, Kanye West and Pharrell Williams all speaks to me as an individual,” Xzavier Zulu tells Nataal. Joburg’s The Sartists, who tell their own authentic stories through fashion and photography, have long worn adidas in their personal shoots so it made sense when the sports brand came knocking on their door earlier this year, this being their second official collaboration. The Sartists are currently working on their own in-house line, an exhibition and tour. “I'm usually seen wearing a plain white t-shirt, 501s and pair of adidas. Simple. However, it's how I further attach brands and customisations to that uniform that represents South African street culture. Making garments your own is what communicated personal style,” he adds.
Cape Town-born Emma Jane Menteath expresses herself through her blog My Life in Pink and also has a longstanding love affair with adidas. “Sneaker culture is a complete revolution. The shoe game has changed. You’ll rarely find me hanging out in a pair of heels,” she says. “My style is minimal and quite boyish and I like to incorporate local designers into my wardrobe because we have such an array of amazing labels here that don’t get enough international exposure. I’m currently working on a digital platform that will be a space for young talent to display their work and celebrate fashion and design. 2016 is going to be freaking awesome!”