adidas Originals presents the new NMD SS17

adidas Originals presents the new NMD SS17
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by P. M.

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There are many ways to tell the story of a pair of shoes. And sometimes the less conventional forms turn out to be the most successful. adidas Originals, for example, on the occasion of the Design Week, decided to present the new NMD by collaborating with the experimental video collectives STERVEN JØNGER and NO TEXT, a team producing moving images, creating ‘Milan. Urban Explorers – A Manual of Night Exploration’, an immersive experience within the city of Milan filled with experimental sounds, luminous installations, and unseen videos. The silent protagonist in each frame, the NMD sneaker that every creator wore on their urban exploration: from the NMD City Sock 1 model, to the NMD R2, and the advanced NMD XR1 with the unique Primeknit upper – all the new models (you can find them in the gallery above) are already available.

The project was presented through a light installation by Santeria Social Social Club, on April 5, 2017, and will be visible throughout the Design Week at the Originals Milano Flagship store on Via A. Tocqueville 11 until April 20.