Foot Locker and adidas are joining forces for this year’s Notting Hill Carnival on August Bank Holiday, marking the occasion with a captivating three-part programme crafted around the people, sounds and creativity at the heart of one of London’s biggest cultural moments. It arrives via a vibrant hero visual campaign, an exclusive artist commission and an immaculately curated Carnival stage on Sunday.
At the centre of the programme is a visual campaign lensed by Meeks + Frost, the real-life brothers and directorial duo behind some of the UK’s best music visuals for the likes of J Hus, Pa Salieu and Kojey Radical, as well as the film commissioned by V&A East for The Music Is Black: A British Story. Shot throughout London, the imagery brings adidas icons including the Samba, Superstar and Gazelle into the universe of Carnival, framed through a cast drawn from music, art and culture – DJ Ricki Soltau as ‘The Musician’, painter Teoni Hinds as ‘The Artist’, lifelong Carnival dancer Chloe Hartlett as ‘The Dancer’, stylist and content creator Nyah HB as ‘The Stylist’, Soulfood Peckham chef Fitzroy Hawes as ‘The Chef’, and fourteen-year-old Brentford FC academy footballer Chais Simpson as ‘The Baller’.
Teoni Hinds’ involvement doesn’t stop there – her artwork, rooted in Carnival’s visual language and energy, has been reworked onto a limited run of adidas Originals Trefoil Essentials Tees in black and white. Foot Locker will be handing these out to shoppers and FLX members at a Croydon store event on 28th August, ahead of the pieces resurfacing on performers throughout Carnival weekend itself.
The programme culminates on Carnival Sunday, 30th August, when Foot Locker presents a stage of its own, with a seriously stacked line-up celebrating the next generation of Black British music (full details to follow next week).
This marks a landmark moment for Foot Locker – their fourth year showing up at Carnival, and their most ambitious yet, arriving in Notting Hill Carnival’s 60th year and bringing legacy and the culture’s future together on one bill.
Keep an eye out for more information over the coming days.
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