Living up to its ethos of being the brand for creators, adidas tapped six local creatives from Southeast Asia to reimagine their flagship running-shoe-turned-lifestyle hero, the UltraBoost DNA.
With SEA being a diverse melting pot of different cultures, the UltraBoost DNA City Pack collection aims to put a spotlight on the myriad of cultures, communities, and identities within the region. Among the countries included in the collection are the Philippines, Singapore, Indonesia, Malaysia, Thailand, and Vietnam.
“We want to celebrate the diverse identities and cultures in the region by creating meaningful designs that represent those very identities, in a well-loved silhouette that consumers journey in,” said JD Cortez, adidas Brand Communications & Sports Marketing Manager. “More importantly, we want to empower our local creatives from across Southeast Asia by providing them a global platform to be seen, to be heard, and to express how they see the world differently in their designs.”
Representing the Philippines is contemporary artist Greg Gulesarian, more commonly known by his moniker Egg Fiasco. “The designs we worked on treated the shoe like a blank canvas, where we could apply elements of my work: jumbled patterns, textures, and bright color pops,” he shared.
This is reflected in the subtle nods to his childhood memories centered on video games—shown by the unique sock-liner with design language mimicking that of video games. The pops of color—orange and gold against the olive heel and navy upper—allude to potions and elixirs that players use to regenerate their health in games.The shoe’s insole, on the other hand, is printed with a monkey character—a recurring visual in a lot of Egg Fiasco’s past works.
The result is a pair that combines function—the BOOST technology backed by years of the best of adidas’ research—and vibrant design. “We wanted to do this while keeping adidas' design language and the wearability of the final product in mind, aiming to make a design that would work on pretty much anyone,” Egg Fiasco said.
Among the other artists who worked on the UltraBoost DNA City Pack are Yeri Afriyani from Indonesia, Jaemy Choong from Malaysia, Eman Raharno Jeman (Clogtwo) from Singapore, Tanit Likitthamarak from Thailand, and Le Thanh Tung (Crazy Monkey) from Vietnam.
Each UltraBoost DNA City Pack design is available at adidas.com.ph and select adidas stores and retails for Php 10,000 each.