Adidas’s ability to connect with and represent the subcultures that make up street culture has always been recognized. The global sportswear brand recently partnered with three South African creatives to showcase its newest footwear styles in a context that is
South African in order to stay true to this ethos.
Supermodel and fashion icon Ponahalo Mojapelo, artist “President ya Straata” aka Focalistic, and football culture expert “kasiflavour” Kabelo Kungwane all appeared in the advertisement.
The partnership was a celebration of the local subcultures that have had a significant impact on street culture in South Africa and the role that Adidas footwear has played in this evolution. The three creatives, each with a distinct point of view, were the ideal choice to highlight the most recent styles of the brand and pay tribute to the subcultures they represent.
The campaign served as a reminder to Mojapelo, who has collaborated with notable designers like Thebe Magugu, that being original is essential to success. She said that the campaign showed that dreams are real and that anything is possible with hard work.
She found great meaning in the message, and she believes that it would encourage others to challenge themselves and aim high.
Focalistic, the Amapiano performer, whose brand is known for its local area arranged ethos, shared Mojapelo’s opinions. As far as he might be concerned, the mission was a festival of the variety and dynamic quality of South African road culture. He noticed that the brand’s capacity to associate with the neighborhood subcultures was one reason why the cooperation impacted him to such an extent.
Kabelo Kungwane, the football culture subject matter expert, likewise featured the significance of commending the variety and extravagance of South African road culture. He made the observation that Adidas has always been a brand that has connected with young people and represented the diverse points of view they have.
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Street Culture: Adidas
The campaign was a perfect representation of this connection, showcasing the brand’s ability to adapt to the ever-changing street culture and remain relevant.
The Adidas campaign featuring three South African creatives was a celebration of the brand’s ability to connect with local subcultures and pay homage to their role in street culture. The campaign was a reminder that being unique and pushing boundaries is the key to success, and that dreams are achievable with hard work.
The collaboration showcased the diversity and richness of South African street culture, and the role that Adidas footwear has played in its evolution. It was a celebration of local creatives who are considered game-changers in their respective fields, and a testament to Adidas’ commitment to staying true to its roots.
For Mojapelo, a supermodel and fashion darling known for her work with top designers like Thebe Magugu, the campaign was about celebrating individuality and the power of pursuing one’s dreams.
She notes that being unique has helped her push boundaries and reach for the stars, and sees the campaign as an opportunity to inspire others to do the same. By showcasing local creatives who are considered game-changers in their respective fields, Adidas is sending a message of empowerment and possibility to its customers.
Focalistic, an Amapiano musician who raps in the local language known as “Spitori,” resonated with the campaign because of its community-oriented focus.
He notes that his success is due in large part to the support of his community, who have been with him from the beginning and continue to be his biggest supporters. For Focalistic, the campaign is a way to celebrate the culture and language that he holds dear, while also connecting with others who share his passion.
Kungwane, a football culture specialist, finds inspiration and support within the football community. He notes that the shared love of the game creates a sense of camaraderie and connection that transcends differences in background or culture.
For Kungwane, the campaign is a way to celebrate the ways in which sports can bring people together and create a sense of belonging and unity.
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Mojapelo is a South African supermodel and fashion darling known for her bold style and distinctive look. Born and raised in Pretoria, Mojapelo began her career in the fashion industry as a model before transitioning into a career as a stylist and creative director.
Mojapelo’s unique sense of style has garnered her a large following on social media, where she regularly shares images of her bold, eclectic outfits. Her style is often described as a mix of high fashion and streetwear, with a focus on bright colors, bold patterns, and statement accessories.
Mojapelo’s work as a stylist and creative director has also been widely praised, with many noting her ability to push boundaries and challenge conventional ideas of beauty and fashion. She has worked with some of South Africa’s top designers, including Thebe Magugu, and has been featured in numerous fashion publications both in South Africa and internationally.
In addition to her work in the fashion industry, Mojapelo is also an advocate for diversity and inclusivity, using her platform to speak out about issues related to race, gender, and representation.
She has been vocal about the need for greater diversity in the fashion industry, calling for more representation of people of color, plus-size models, and other underrepresented groups.
Mojapelo is a creative force to be reckoned with, using her distinctive style and keen eye for fashion to push boundaries and inspire others. Her commitment to diversity and inclusivity has made her a role model for many, and her work as a stylist and creative director has helped to shape the fashion industry in South Africa and beyond.
As she continues to push boundaries and break new ground, Mojapelo is sure to remain a major force in the world of fashion and style.