Following the successful launch in December last year, brace yourselves for a 12 month campaign of one of adidas’ flagship vessels for 2016. Last month saw the first in a range of updates for the brand new adidas Originals NMD, which was welcomed with enthusiasm when it was first unveiled. The groundbreaking NMD Runner, which combines some of adidas Originals’ most forward-thinking technical elements, is offered in a textured grey colourway in this first iteration.
NMD is one of the first adidas Originals products to feature both BOOST and Primeknit technologies, and considering how well received both of those are this is sure to be a success at least in comfort alone. It seems like no shoe brand can escape their past and this modern silhouette is driven by adidas’ pioneering archive – referencing progressive styles like the Micro Pacer, the Rising Star and the Boston Super.
To celebrate the new colourway, adidas Originals has collaborated with London’s most adventurous photographers to capture the nomadic nature of the NMD – created for a lifestyle without boundaries. These emerging photographers were tasked to document their urban exploration within London showcasing the NMD grey in a series of undisclosed locations.
They sold out in a week, so clearly the hunger for NMDs is there, it will be interesting to see where the silhouette is taken this year and how far it can be pushed design-wise.