As usual the boys at Adidas North America are creating culture in the urban streetwear arena. They’ve just launched the adidas Mix It Up collection which will be a killer with American youth. Adidas has teamed up with Footlocker for exclusive distribution of the kicks, and MTV who will be the exclusive media partner distributing all the content.
The Mix It Up Collection is all about nailing Adidas’ cred as the ‘Original’ in urban streetwear – via interpreting the seminal music styles of Hip-Hop, Dance and Rock music to celebrate 60 years of originality. It taps into the ‘mashing’ trend which is massive with Gen C so kids can ‘mash’ together an outfit and sneaks to create their own individual look. One could say this campaign is a year or so behind the trends, but hey, it’s still cool.