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Celebrating the often-under-sung local communities that inform and inspire creativity worldwide, adidas Consortium launched their year long program, Communitas, at the beginning of 2019. Centered around a collaborative design process, the program provides a platform for highlighting local causes on an international scale, for promoting dialogue on the preservation of local cultures, and for championing the individuals that combine to make our communities great. With four drops throughout the year, Communitas offers a natural extension to the adidas Consortium family by pushing local communities to the fore of each new collaboration.
The latest edition of the Communitas program sees Social Status come together with adidas under the Consortium umbrella to facilitate the shared goal of youth empowerment in the creative industries. Known not only for its influence on fashion and streetwear, but also for the mentorship, support, and guidance that they offer to local youth, the Atlanta-based retailer has become a pillar in their community. Through their beSocial spaces, they host panels and hands-on workshops covering fashion, music, entrepreneurship and beyond.
Brought to life through a partnership with the adidas Sound Labs initiative, the Social Status Communitas program focusses on talent incubation through music education, providing the next generation of creators with valuable tools, resources, and opportunities. Throughout the summer, adidas Consortium and Social Status came together to host a series of workshops centered around the opening of a new beSocial x adidas Sound Labs creative hub and recording studio in Atlanta. Through these workshops, a group of students helped to design the new creative space, pitch the creative concept for the Communitas Social Status campaign, and develop creative goals of their own, guided by esteemed, Atlanta-based mentors in each field including renowned music producer. David Banner who says of the programme ‘There’s so many times, especially as artists circumstances separate you from your people, to be able to be so close, to be able to socialize, connect, and be open in a safe space. Most of us didn’t grow up with that opportunity.’
The students participating in the workshops were recommended by members of the greater Social Status network, from designers and artists to musicians and community leaders, in touch with the city’s young changemakers.
James Whitner, founder of Social Status, talks about the significance of working on the adidas Consortium Communitas project and creating the music studio space ‘The idea of the space is to give youth culture a canvas. When I was coming up, I didn’t have a canvas. I didn’t have people to direct traffic or make me aware of where the potholes were. In creating the next experience for Social Status, it was important to try to create something that helped youth culture navigate their way through life. ‘
Capping off the program is the launch of two exclusive reworks of the adidas Originals P.O.D. System silhouette. Made up in premium materials, with nubuck overlays and full grain leather details sat atop a Primeknit upper, the two shoes feature contrasting black and white tonal colourways.
In one of the workshops, the students were briefed to both find and pitch a concept for the campaign. Once the final idea was chosen, the students worked with the Social Status production team to create assets and featured in the campaign.
RELEASE 21.09 ONLINE AT 00:01AM GMT+1