adidas Originals and Foot Locker Launch New Music Initiative UNheard

When music unites.

Presented by Foot Locker Europe

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Fashion
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Foot locker and adidas Originals are joining forces for the launch of UNheard, an inclusive music initiative empowering emerging artists who want to bring about positive change in the world. Coinciding with the launch of UNheard, adidas Originals is reworking the original CHILE 62 tracksuit to cater for a new generation. The campaign shot by photographer Kyle Weeks, film director Stephen Agnew and videographer Aaron Reid features musicians: Dark Pyrex (Italy), Ahzumjot (Germany), Dinos (France), Greentea Peng (United Kingdom) and Yung Nnelg (Netherlands). 

UNheard aims to use the power of hip-hop as a vehicle for cross-cultural understanding, providing young musicians with the space to express their ideas and opinions with each other and the world. adidas Originals will activate the initiative of this inclusive, artistic approach across borders, five European countries, five upcoming Hip Hop artists and five interpreted songs from five original tracks.

An evolution of the iconic CHILE 62 collection which became a hip-hop staple, the CHILE 20 collection features a quintessential gold embroidered Trefoil logo, prominent throughout the collection on black tracksuit bottoms, black zip-up and pullover hoodies with the instantly recognisable three stripes. 

Ahzumjot (Germany), Greentea Peng (United Kingdom), Dinos (France), Yung Nnelg (Netherlands) and Dark Pyrex (Italy) have each produced tracks that have been reinterpreted by their European peers. adidas Originals and Foot Locker aim to enable young creators to break down language barriers and deliver the music in an authentic way that stays true to their values.

The adidas Originals CHILE 20 collection will be exclusively available in Foot Locker stores across Europe and on the retailer’s website from November 1. Discover exclusive behind the scenes content from UNheard in collaboration with artists in Paris Champs Elysees, London Marble Arch, Milan Bueno Aires, Amsterdam Kalverstraat and Frankfurt Zeil this Friday.

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