Activation Copywriter. Social Copywriter.
Solebox x adidas: The release of the NMD S1
Progressive design meets the future of footwear
Fashion is a forever developing space. As new and upcoming creatives break through their ceiling and challenge the convention and ideologies of the pioneers who came before them, we are seeing a new dialect between future-facing innovation and the garments we wear on an everyday basis. From more sustainable and responsible manufacturing to textiles allowing for greater functionality, designers are pushing the boundaries of creativity more than ever. German-based fashion and sneaker retailer, solebox, looks to harness this next-generation power with the release of the adidas NMD S1.
As the young designers pave a new way, it’s important for the giants of the fashion world to acknowledge them too, and there are few brands that showcase a determination towards future progression as much as the German-based sneaker giant, adidas. Always paying homage to their classic silhouettes, but forever taking leaps forward in progression, adidas continues to sit amongst some of the best when it comes to projecting themselves forward in innovation. With the release of their latest NMD S1 it only reinforces this notion; a culmination of the leaps and bounds adidas has come in sneaker technology. The S1 is adidas’ pinnacle expression of premium craftsmanship, and alongside solebox, they both aim to embody and celebrate the abilities of the aforementioned up-and-coming creatives, facilitating a one-of-a-kind experience.
With the NMD S1 set to release on the 12th August, adidas and solebox look to address the expertise of these culture shapers and define a new narrative between brand giants and up and coming designers. With a partnership between Rob Boyd and Jeongli, 2 designers and paragons of progressive design, the release is a connection of cultures and creatives; both existing in the same universe and tied together with the same design expectations.
The adidas NMD when released in 2015 was a king of the sneaker game, both fashionably and functionally. Loved by sports and fashion fans alike, the NMD made waves in the industry and still to this day is a shoe known for changing the game.
Fast forward to present date, a shoe for the new age of functional first, progressive and future-facing individuals, the NMD S1 is adidas latest venture to ensure that every step we take, we move forward. Confidence in every step, adidas continues to prove its place in the market of high crafted shoe technology, and the NMD S1 is once again a welcome addition to the family tree of past innovative products. Fusing adidas’ technology with a human perspective opens the door to a more mindful future. One that is responsible and conscious, but still knows no bounds in performance and functionality.
The shoe itself, consisting of a prime knit upper inherited from the original NMD for maximum comfort and a voluminous sole allowing the wearer bounce and cushion in their step like never before, pays homage to the original whilst also reshaping it for the future. Fusing together today's creative pioneer's mindset with their own long history of legendary technology built up over years and years of research and development. The S1 looks to connect us closer together like never before through cultural threads and human craftsmanship.
