Artists reclaim superstar for themselves
After captivating the world with the ground breaking Supercolor release in April, Pharrell Williams is back for FW15 with Supershell. The Supershell project sees Pharrell hand-pick friends and creatives from around the world to completely reinvent the shoe’s Shelltoe for the very first time, evolving the Superstar into a canvas for creation. adidas Originals uses the Supershell as an example of Pharrell giving credit to those artists that have developed their personal style in the effort to create for themselves, without the need for external validation. See more on Pharrell introducing the Supershell project here.
Debuting with two exciting collections, Supershell brings art and creativity to the Superstar like never before with designs from NYC contemporary artist Todd James and contemporary Japanese artist Mr. The artists’ designs are then joined by those of Pharrell’s very own artworks that explore life force, energy and its relationship with colour.
The “Artwork Collection” sees the Superstar’s Shelltoe come alive with signature graphic artworks and designs. With a limited release and exclusive artworks for different regions around the globe, the footwear is offered in black colourways, allowing the vibrant artworks to take centre stage. Adding an additional layer to the concept: each left and right shoe features a different graphic treatment allowing the collection to be mixed and matched endlessly, forming yet another opportunity for creative expression by the wearer themselves.
To further transform the iconic Superstar model, the NYC contemporary artists have also each applied their unique creative vision to the Superstar Shelltoe, with an additional “Sculpted Collection”. Joining the Artwork Collection, this release sees them channel their artworks into specially-moulded 3D Shelltoe designs, a first for the Superstar silhouette. The series is then completed by two of Pharrell’s own personal designs, which speak of his interest in the concept of relativity. From a shoe that spans art and culture to a platform for expression itself, the Supershell Collection brings the Superstar to its ultimate artistic mode. With designs offered in monochrome black, the collection is also completely interchangeable, presenting countless opportunities to mix and match individual shoes to create the perfect personal expression.
Select designs from these two collections will be available from 7 August 2015 at adidas Originals stores in Canal Walk and V&A Waterfront in Cape Town, and at Menlyn Park Shopping Centre in Pretoria, as well as AREA3 and selected retailers across South Africa. The recommended retail price for these collections starts at R1399.
Visit http://www.adidas.com/originalsuperstar for more information. Follow adidas South Africa on Twitter (@adidasZA) and Instagram (adidasZA) or join the conversation by using #superstar and #adidasOriginals. To find a store near you, click here.
To view more on the Mr collaboration, check out the video on YouTube here:https://www.youtube.com/watch?v=D7ri82_Why8
To view more on the Todd James collaboration, check out the video on YouTube here: https://www.youtube.com/watch?v=iGhE1bqsCCo
Janine LaubscherPR Senior Account ManagerSouth Africajanine.firstname.lastname@example.org
Tara BezuidenhoutPR Account ExecutiveSouth Africatara.email@example.com+27 021 709 0290