DATAMOSH

https://www.sneakersnstuff.com/en/813/sneakersnstuff-adidas-originals-datamosh-pack

Sneakersnstuff are proud to present their latest SMU project with adidas Originals – the Datamosh Pack. The pack consists of two loud colorways of the NMD_R1 Primeknit. The upper is inspired by datamoshing, a process of manipulating the data of media files in order to achieve visual or auditory effects when the files is decoded. Sneakersnstuff have linked up with UK grime legend D Double E and rising star Elf Kid to activate the campaign. The video was shot in London by Tim & Barry with an exclusive soundtrack provided by Dullah Beatz.On the 9th of May Sneakersnstuff and Just Jam hosted an online release party that featured live performances by D Double E and friends. Check it out below and on the Sneakersnstuff’s Facebook page.The adidas Originals Datamosh Pack is an exclusive SMU to Sneakersnstuff and drops May 12th at all Sneakersnstuff locations and Online 17th May.

Datamosh is also a play on words for 'thats emotional' aka 'data mosh' adding a sense of humour to my favourite thing, trainers!

The video itself is so visualising pleasing its got a mad effect and colour way and the trainers catch attention straight away, although not my favourite colour way or silhouette of trainer this campaign is a madness. All eyes on the sneaker, with casual vibes and informal low fi themed video which all comes together in post production.The video is so trippy and grabs your attention from start to finish, guaranteed once you watch it you'll replay it and want to watch it again.

This has been a great way for adidas to specifically target a new young adult demographic through dj's music an celebrity endorsement.

Adidas have gone all out with risky language and themes, but it's deffinatley captured attention and payed off and personally i appreciate them stepping outside the box to keep up with other brands like Nike as I'm sure other sneaker heads do too as were always looking for some new hype to hop on.

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