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This week, fans of footwear across the country were expecting launch details regarding the latest Big Sean x adidas Originals collaboration. Instead, kids at Sean’s old high school, Detroit Cass Tech, got their own recording studio.
Focusing on speakers over sneakers, the Sean Anderson Studio of Infinite Possibilities sees the artist with big records and an even bigger heart giving back to his hometown as he so often does. Pulling in help from adidas Originals, this out of the box collaboration between the Detroit MC and the Three Stripes won’t see lyric-laden Sean shoes lacing fans far and wide. Rather, both the studio and the #miZXFlux app are geared towards offering platforms for young creatives to make their own art and craft their own path.
We got in touch with Brandon Beaty, Director of Brand Communications for adidas Originals US, to hear more about the Sean Anderson Studio of Infinite Possibilities and what to expect next from the #ImaginedBy campaign.
Nice Kicks: How did the project to create the studio with Sean come about and why is the #miZXFlux app a catalyst?
Brandon Beaty: We set out with the goal to invite the world to view ZX Flux not just as a shoe, but as a jumping off point for creativity and imagination, drafting off the momentum we have created from the various printed uppers and #miZXFlux APP. The DNA of adidas Originals is rooted in music, so it made sense to kick off the ZX Flux #imaginedBy series with a focus here.
When we discussed the core idea with Sean and his team, focusing on music really resonated with them – his grandmother served in the Detroit public school system for over thirty years and Sean went to high school at Cass Tech High School, so from this, we thought that building a music studio for Cass Tech’s music department was a perfect way to not only capture the message of creativity and imagination, but most importantly make a truly authentic and lasting impact with the students and staff at Cass Tech in Detroit. The result is the Sean Anderson Studio of Infinite Possibilities.
Nice Kicks: Sneakers aside, what was the goal for this adidas Originals initiative?
Brandon Beaty: The goal was simple: create a space that inspired and empowered the students to create. Some highlights of the studio include a complete re-design of the space and state of the art instruments and recording equipment ranging from a professional vocal booth with sound insulation to a mic recording kit picked by Sean himself. The students are already uploading their creations to a Soundcloud page that will continue to expand as more music is made. Check out the page here.
During the project, we found all types of creators, like Sam Trotter, a student at Cass Tech from the graduating class of 2015. Bursting with talent, we approached Sam to be the official adidas Originals photographer to cover every stage of this undertaking. His work is being used to promote the project through media as well as social and digital channels. We are excited to have worked with him and look forward to further supporting him in his creative endeavors in future projects. Check out more of his work here.
Nice Kicks: What was the creative process behind the particular #miZXFlux shoe made for Sean and how does it tie in the studio?
Brandon Beaty: For this project, we brought in a local artist and graphic designer, Ellen Rutt, to supply the imagery that lines the room and is used in a lot of the creative pieces we’re using with this campaign. We will make the pattern available for consumers to use with #miZXFlux to create their own pair.
The #miZXFlux APP has changed the customization game for the industry – anyone can own a pair of truly custom ZX Flux shoes with a design that is limited only by your camera and your imagination.
Nice Kicks: What can readers of Nice Kicks expect next from the #ImaginedBy campaign?
Brandon Beaty: Stay tuned to see what some of our best athletes dream up when challenged to take their imagination to the next level coming soon. The possibilities are infinite!
Create your own colorways now at miadidas.
