2023 is an important year for Hip Hop, especially for its aesthetic definition, which ties in with a landmark collection for the entire movement: the adidas Chile20. Born with the 1962 football World Cup, for which the first Chile20 collection was designed, now the German brand celebrates the 50th anniversary of the collection with a campaign that will feature Foot Locker stores in Via del Corso in Rome and Corso Vittorio Emanuele in Milan.
adidas and Foot Locker thus celebrate what has been and still is a cultural phenomenon, but also a milestone in the birth of an artistic expression for the entire streetwear movement. The Chile20 collection over the years has paved the way for Hip Hop artists, letting them feel part of a subcultural movement that has expanded over the years, influencing culture on many levels.
The new campaign thus celebrates the past but looks to the future of the style, choosing a unisex approach in the colors of the two tracksuits, presented in the “Alumina” and “Chalk Brown” colorways. The importance of adidas’ legacy is highlighted by the oversized three stripes and trefoil placed prominently on the garments.
For the launch, adidas and Foot Locker chose to cement the importance of the community of fans and the connection between Chile20 and music. Buying a piece of the collection in the Milan and Rome stores from March 18th to 26th, the clients will receive a poster zine. Inside poster zines there will be 1x “golden ticket” per store, that will give you access to the drawing of a special sound box, microphone, headphones and everything you need to record new music on the road.
The new Chile 20 collection starts from its roots and goes beyond its artistic history, able to embrace styles, trends, movements and figures that have defined part of pop culture for half a century.