The history of adidas is incredible, and there are numerous of its collections that have marked the history of streetwear on a global scale. Among the major collections that have had enormous impact is the Chile 62, first launched in 1962 at the seventh FIFA World Cup in Chile, the country from which it takes its name. Given the enormous success the collection has received, adidas Originals in collaboration with Foot Locker has decided to revive a must-have under the name Chile 22.
To support this new collection, the rapper Shiva, one of the main protagonists of the Italian scene, was chosen as the only endorser for the new “Find Your Truth” campaign. The soul of the entire communication is focused on “truth,” that is what conforms to reality. Who better than Shiva, a multiplatinum rapper, can be the representative of such a pure and strong truth as Milan?
The goal of this collection then is a substantial reconnection to the origins of the three stripes in order to unite communities with the power of music.
We interviewed him for the occasion, taking the opportunity to ask him a few questions about his music and in particular about the initiative of adidas Originals and Foot Locker.
Despite your young age your career has been long and your path has been marked by so many milestones and successes, which of these do you remember the most?
Definitely one of the best memories, after a quite difficult period, was the gold certification of “Mon Fre,” which today is double platinum. It is one of the tracks that definitely changed my life, at that time I was still living at my grandmother’s house. Then I would definitely tell you the first 3 sold out shows in Milan, people coming to my concerts is the most important thing for me. Finally I would say the fact that I was able to buy recording studios and necklaces for my friends, those were my biggest satisfactions.
Can you frame a moment etched in your mind that made you think, “okay, finally time has proven me right”?
The moments when I actually realized what was going on there were so many. One that I remember in particular was when I had gone out downtown with some friends of mine and I realized that people kept asking me for photos, they were listening to my songs, they had my T-shirts on, and they were wearing red bandanas. There I really said, “then everything I’m doing means something.” I notice that people empathize, they understand the movement, what I have inside. To this day this thing is continuing to happen more and more, in fact there will never be a time when I think I have definitely made it. We have just started.
Name one track in Italian rap that you wish you had written.
Definitely “Vendetta” by Marracash.
The new year is approaching and with it comes increased expectations about artists, their projects and their goals. What should we expect from the Shiva of 2023?
I tell you 2022 is not over yet – he laughs – definitely music, music, music and social projects. Those are the things I’m focusing on the most.
Foot Locker chose you and focused its communication on the phrase “FIND YOUR TRUTH.” To this day, is a successful business like Milano Ovest able to tell your truth and your origins? What does it represent for you?
Today West Milan and I are a reality that represents 100 percent what we come from and what we want to show both myself and my artists. What you see in the videos and what you hear in our lyrics is exactly what we live and what we want to get across and demonstrate. If you play one of our videos you see exactly the reality that we want to bring everywhere. Okay we show diamond watches and cars, but still we come from situations of degradation and our intention has always been to show those who watch us who we really are. Even in the suburbs there are so many things to say. The message we want to send is just that: we want to be heard.
So the initiative between Shiva, adidas and Foot Locker have been launched in October 4th. The two brands, in order to strengthen their relationship with the world of music, will give their community the opportunity to take part in classes on music production with one of his sound engineer. Learn how here below.