adidas has recently launched latest NMD V3 silhouette in Southeast Asia which accompanied by a first-of-its-kind regional initiative, which celebrates the spirit of modern and Original trailblazers with the adidas Originals NMD Cypher. For the Malaysia market, adidas will be working with 3 local artists to collaborate on a one-of-a-kind song.
For those who don’t know what is a “Cypher”, its a gathering of rappers, beatboxers, and/or breakers in a circle, extemporaneously making music together. As a nod to adidas Originals’ deep heritage in hip-hop, the adidas team conceived the NMD Cyphers to amplify the campaign story, while putting forward creatives to act as faces for the NMD V3 in a way that’s never been done before. The adidas Cyphers in Malaysia is comprised by young talents Airliftz, Hullera and A-KID. The NMD V3 remains true to the spirit of creativity, and this is amplified by the flair and expertise of these young local hip-hop prodigies who have been called upon to tell their stories through music.
Inspired and empowered by the past, the adidas NMD looks forward towards a new future—one that is always evolving for those who are on the move. In choosing to work with young local talents, adidas chooses to prioritise creators who exemplify the trailblazer spirit, with all three Malaysian cyphers originating from humble beginnings. Airliftz’s very own career started in his bedroom, where he posted his music on soundcloud and twitter. He has since grown into a formidable artist that breaks through expectations and limitations, and is relentless in the pursuit of his dreams. At age 24, he already has several singles, a full EP as well as an Asian tour under his belt.
Hullera and A-KID make up the rest of the Malaysian cypher and are local talents who have started at grassroot levels and since grown into people who can now inspire others to blaze their own paths. A-KID discovered his passion for music when he first bought his own guitar at the age of 15 and has made a name for himself in the local music scene over the years, and Hullera was first recognised on a local broadcast station for Hip Hop music and has since steadily grown in popularity thanks to her sense of style, personality and undeniable talent.
The latest silhouette in the NMD family stays true to the spirit that made it a hit seven years ago, while bringing a new take that will inspire the birth of a new generation of nomads. Taking cues from the archives, the NMD V3 retains several key features that made the NMD series the go-to for urban exploration, including the iconic TPU Encapsulated Boost and Co-Molded TPU Plugs.
In addition to the Cypher Initiative, adidas has also collaborated with several other Malaysian creatives on a series of photographs that showcase the new silhouettes of the NMD V3. Shot on the streets of Kuala Lumpur, the photographs feature several creators that embody the nomad spirit in their own unique way and wearing the NMD V3s as they’re made to be worn- to take on the city.
The NMD V3 is available in all adidas Originals stores in Malaysia now, and the exclusive adidas NMD Cypher video will be available for public viewing from 23 September 23, 2022.