Whether a DJ is sampling a funk track from the 70s or Kanye’s stylist dresses him in a three-stripe jogger, hip hop heads have a long history of turning elements from the past into something completely fresh for the present. adidas has been there from the start, and the greatest icons in rap have always embraced the brand.
When I started working with the adidas Originals team, it seemed obvious to create graphics that paid homage to the golden era of hip hop. As the saying goes, history repeats itself, and when I look at the B-Boys of the new millennium I know that it’s true. It’s all too common to see a thick rope chain, a high-top fade, or a pair of acid washed Lee jeans in the hallway of the local high school in 2011.