From the 1960s to 2016, from rock kids to skate crews to casuals, the adidas Originals Gazelle has slotted into more subcultures than almost any other sneaker. The ‘90s, with its Britpop, Brooklyn rap and grunge, was undoubtedly the shoe’s golden era.
The recently resurrected silhouette’s golden era, though, was undoubtedly the ’90s. From skateboarding to grunge, hip-hop, reggae, and Britpop, some of the decade’s most notable movements gave the kicks a co-sign and they’ve only proliferated from there. So it’s only right that the Three Stripes would pay homage to the so-called “style tribes” of the era, celebrating the return of the Gazelle and the reclamation of its cult status with the help of those that are carrying the torch here in 2016.
Belowe “teen spirit Selah Marley carries the flame of her family’s Reggae musical heritage; Pro Era talent Kirk Knight remakes Brooklyn’s rap game on his own terms; this generation’s leading skateboarding talent Tyshawn Jones rides his way from the Bronx to burn up the world stage; and on-the-rise indie pop upstarts PALMAS bring the raucous energy of classic Britpop to the States.”
adidas also enlisted the artist Doug Abraham, known as @bessnyc4, to create the campaign image. It splices together the iconic 1993 Gazelle campaign image with a variety of other shots of Moss throughout her career, creating a collage of the familiar and the unknown. The campaign is titled “Remember the Future,” and stems from the idea of encouraging artists to steal from history to forge anew.