Adidas pays homage to its hip-hop heritage and creates a platform for local creatives to share their story.
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Adidas has launched its latest NMD V3 silhouette in South East Asia together with a first-of-its-kind regional initiative. In Malaysia specifically, Adidas will be working with 3 local artists to collaborate on a one-of-a-kind song. The adidas Cyphers includes young talents Airliftz, A-KID and Hullera.
By definition, a ‘Cypher’ is a gathering of rappers, beatboxers, and/or breakers in a circle, extemporaneously making music together. In this assembly, music acts as a platform to empower, viscerally move and inspire. In working with young local talents, Adidas prioritises creators who exemplify the trailblazer spirit to bring together a new generation of Creators who are the brave frontiers of the industry. With all three Malaysian cyphers originating from humble beginnings, each has a story to tell.
Airliftz’s very own career started in his bedroom, where he posted his music on SoundCloud and Twitter. He has since grown into a formidable artist that breaks through expectations and limitations. At age 24, he already has several singles, a full EP as well as an Asian tour under his belt.
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A-KID discovered his passion for music when he first bought his own guitar at the age of 15 and has made a name for himself in the local music scene over the years. He is relentless in the pursuit of his dreams.
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Hullera was first recognised on a local broadcast station for Hip Hop music and has since steadily grown in popularity thanks to her sense of style, personality and undeniable talent. All three started at the grassroots level and have since grown into people who can now inspire others to blaze their own paths.
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The latest silhouette in the NMD family stays true to the spirit that made it a hit seven years ago while bringing a new take that will inspire the birth of a new generation of nomads. Taking cues from the archives, the NMD V3 retains several key features that made the NMD series the go-to for urban exploration, including the iconic TPU Encapsulated Boost and Co-Molded TPU Plugs. It is made for those who respect what’s come before, while also staying up to date with what’s coming next.
Inspired and empowered by the past, the Adidas NMD looks forward to a new future – one that is always evolving for those who are on the move. As a new generation of urban dwellers takes form, Kuala Lumpur is brimming with the Nomad Spirit. In addition to the Cypher Initiative, Adidas has also collaborated with several other Malaysian creatives on a series of photographs that showcase the new NMD V3 in the streets of the city.
The NMD V3 is available in all Adidas Originals stores in Malaysia now, and the exclusive Adidas NMD Cypher video will be available for public viewing from September 23, 2022.
Join the movement, It’s time to create new paths.
Images courtesy.
