The new adidas NMD: style meets technology - Photography by  - Jamal Nxedlana
Photography by Jamal Nxedlana

The new adidas NMD: style meets technology

Futuristic and transformative. By combining the breakthrough technology of BOOST™ and Primeknit fabrications with the adidas signature style, these two words perfectly describe the adidas NMD. This season the NMD_CS2 PK takes center stage in its reference to the brand’s collective memory while innovatively elevating the familiar three stripe design. The sneakers are crafted with a Shadow Knit technique and features the Japanese Sashiko stitching method, a form of decorative reinforcement stitching. Tonal uppers with engineered patterns are finished off with embroidered tactile colour pops, and a signature NMD heel pull. This season also sees new versions of the NMD_R2 featuring patterned Primeknit uppers and striking graphics for men and women.

In conjunction with the launch of their new products, adidas presents AREA3 CPT ’17; a space for co-creation underpinned by design. This space was the backdrop for the NMD campaign shoot.

Taking the descriptive words for the NMD as a point of departure for the shoot, this was translated into how our human bodies have become futuristic and transformative. This includes how our physical bodies have been rendered into avatars as well as through genetic modification. These two themes were explored through a fashion story.

Playing on this, the use of a mirror articulates this exploration by creating two versions of the body; the body IRL and the body reflected in the mirror as the digital avatar. The mirrored image of the body wearing a VR headset highlights the futuristic and how technology has allowed for the coded versions of ourselves. This highlights the use of breakthrough technology to construct the NMD, which is still able to pay homage to the adidas Originals DNA.

Photography & Styling: Jamal Nxedlana

Post Production: Lex Trickett

Makeup: Isabella Raad

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