Every year in the first week of December, the world descends on Miami Beach for Art Basel – but not just in search of paintings to snap up. As well as its infamously wild parties, the fair has become the go-to destination for unique events, music performances and launches, and 2016’s iteration was no different. Last week, adidas came to town to celebrate their EQT sneaker with a program of events that united art, music and culture – and they brought a few familiar faces for the ride.
On a stage beneath Jones’s impressive projection, adidas debuted the first in their #TLKS series – group panel discussions aimed to bring together different creative minds. As well as Jones himself, model and activist Adwoa Aboah joined the conversation, as did musician and president of G.O.O.D. music Pusha T. Together, the three discussed everything from originality to the 90s (including the Spice Girls, naturally) and the state of American politics. The talk was streamed via Facebook Live, and also saw the launch of the adidas Originals chatbot on Facebook messenger, aimed to create a dialogue between the brand and its fans.
King Push first collaborated with adidas back in 2014, but the relationship with the brand is longstanding, dating back to his youth in the 90s. “adidas for me has really been staple of cool and a staple of culture for so long,” he explained in the #TLKS discussion. “It was the first time, being a young fan of hip hop music, that I saw a major brand align with artists that I related to, wholeheartedly.” Celebrating his collaborative work with the company, after finishing up the panel he disappeared – only to arrive by boat to a floating stage after a quick outfit change to perform tracks including “Grindin’” and “When the Last Time”, ending the night on a high.