• 16-JUN-2015

adidas Originals and Zx Flux Present:One Man Can Change Detroit #ImaginedBy Big Sean

adidas Originals today announced #ImaginedBy, an ongoing series of activations inspired by the adidas Originals silhouette, the ZX Flux. A sneaker known for the endless design and styling possibilities it allows, the ZX Flux is offered in an endless array of color palette combinations and is customizable through the mi ZX Flux app. The #ImaginedBy concept—anchored by the ZX Flux sneaker and its limitless creative potential—amplifies the power of artistic expression and imagination and will consist of a series of projects #ImaginedBy friends, partners and fans of adidas Originals. Big Sean, a longtime collaborator to the brand, was chosen as the first creator to imagine how the series would first come to life.

"#ImaginedBy recasts the ZX Flux sneaker as more than just a shoe, but rather as a tipping point for personal ideation and creative expression," said Brandon Beaty, Director of Brand Communications for adidas Originals US. "We also recognize the positive influence creativity can bring about in people's lives. This was the impetus behind the development of the ZX Flux #ImaginedBy concept, this idea of spreading the power of imagination and to encourage others to fully explore their creativity."

In brainstorming on how best to first activate the #ImaginedBy message, Big Sean, together with The Sean Anderson Foundation and adidas Originals, landed on establishing a creative space that would emphasize the power of artistic expression and all the positive possibilities it offers. By tapping into Big Sean's imaginative spirit, his passion for music and his love for his hometown, "The Sean Anderson Studio of Infinite Possibilities" opened last week at his alma mater, Cass Tech High School in Detroit, Michigan. The state of the art sound and recording studio has been donated to the school as a way to celebrate their talent, offering up a space in which the student body can come together creatively.

"By supporting me the way they always have, adidas Originals has made it possible for me to empower the youth of Detroit, using resources they most likely would not otherwise have access to," said Big Sean. "With the foundation of this studio, the Cass Tech community will find they can now, truly explore the infinite possibilities available to them through music, using state-of-the-art tools to fully shape their dreams. I couldn't be more excited about the opening of this space and am thrilled to have adidas on board to bring it to life."

In furthering to spread the message of imagination, adidas Originals today released a short film, documenting the story behind the studio and its unveiling to the Cass Tech community.

The film, "One Man Can Change Detroit #ImaginedBy Big Sean", is viewable in its entirety on the adidas Originals YouTube Channel (link here) and tracks Big Sean over the course of the studio's opening day. Included is footage showing Big Sean as he returns to his alma mater to unveil the studio to Cass Tech, working directly with a number of students there to help shape their musicality. The film's soundtrack features student-performed songs that were captured using the equipment housed in "The Sean Anderson Studio of Infinite Possibilities."

Hand-picked by Big Sean and Detroit-based sound engineer, Chris Koltay, the studio features a digital sound and mixing board, a wide assortment of instruments and microphones, a sound booth and more. Students will be able to use the space as a lab for musical experimentation, where they can learn about production and recording skills.

"The pool of talent at this school is unbelievable but to tap into it this way—we never had a venue where the students could go and record and really produce," Cass Tech High School principal, Lisa Phillips, shared. "The studio gives hope to our kids that they can do well and succeed no matter their circumstances—and, gives them incentive because they will be able to use the studio for 4 years to try to get themselves together while working towards graduation. Perhaps you get into the industry, or become a writer, or a producer because you've been trained for 4 years? Because of Sean Anderson and adidas? That's a win-win."

The future of the studio lies in the creative hands of the Cass Tech High School community. Forthcoming developments include the venue's dedicated SoundCloud page where the creations developed inside the space can be uploaded, shared and enjoyed by the world—providing a platform of endless opportunity and exposure for students by way of their creative outlet.

"The Sean Anderson Studio of Infinite Possibilities" is the latest, in an ongoing adidas Originals partnership with Big Sean that has included a number of collaborative footwear designs, marketing campaigns, social activations and events. It is also the first in the #ImaginedBy series, a platform that will continue to evolve and emphasize the limitless possibilities of creative expression throughout 2015.