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Adidas Taps Rastaman Vibrations Through Chronixx
Fashion and music have long been close friends - with benefits. This spring, sportswear giant Adidas turned to reggae to find the new face and voice of its Spezial 2017 line in the form of reggae revival poster boy, Chronixx. The line was launched last month with a five minute film about roots, culture, music and football - of course with the clothing at the centre.
The campaign has brought Chronixx to the pages of Vogue and GQ - UK, both of which have done interviews with the singer.
Smooth, laid back and organic in sensibility, the film isn’t your typical fashion advert and sounds more readily like a discussion on subversive culture.
“Roots and culture is what connect us to creation and the creator,” Chronixx says in the film, as the camera focuses loving lying on grass and the roots of trees painted red, gold and green.
Indeed, the product placement is subtle enough that follows Chronixx on a trod around Kingston (if you count the surrounding hills), and is notable as much for what Chronixx says as well as the things that go unsaid. In the interview with GQ, Chronixx reflects on the questions that might arise about his advertising for Adidas, and of course, the fact that the brand had also been worn by Marley.
“Bob's [Marley] style, I think was a direct reflection of his lifestyle and what worked for him as an active musician, Rastafari, football player, traveling man. Many people will dress that way only because it looks cool, but for a Rasta man it's more what works, what is suitable for my lifestyle,” Chronixx said.
So, what’s also notable is that the much of the ad was shot in Jamaica and uses Dub Club (deserted and in the day time) with its view of the city, as well as streets in Kingston often decorated with the distinctive artwork from the Paint Jamaica collective. So without, shouting about it, the ad grounds grounds the roots of reggae, into the Jamaican journey - remarkable at a time when the ‘outernational’ success of the music seems to be leaving the island behind.