In 2015, adidas Originals launched the trailblazing NMD silhouette, taking cues from the brand’s archive to create a shoe that disrupted the sneaker world at the time.
Coupling an all-black Primeknit upper with a white BOOST midsole, black rubber outsole, and red and blue midsole plugs, adidas NMD offered a street-inspired look that was casual enough for everyday wear.
Now, six years later, adidas is channelling the same mindset to present the new NMD_V3.
Made for those who respect what’s come before, while also staying up to date with what’s coming next, the latest silhouette in the NMD family stands proud as a future icon created for the rebellious explorers forging the cities of tomorrow.
Fashion and music have always had a strong, long-standing cultural link, with some of the world’s biggest artists having collaborated with adidas on their NMD sneakers.
Now, one of Australia’s rising stars is leading the campaign for the new NMD_V3.
Praised by Sir Elton John for his “amazing voice” and making history as the youngest-ever solo artist to win an ARIA award in 2018, 19-year-old Ruel joined forces with adidas for a suitably grungy campaign, shot within the depths of the tunnels under Sydney’s Central Station.
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“It was really cool where we shot the campaign in the tunnels under Central Station in Sydney. It was a crazy experience, and I would never have explored that part of the city if it weren’t for this campaign,” Ruel said of the partnership.
In an added surprise for fans of both Ruel and adidas, the singer-songwriter performed two secret, intimate pop-up shows in Melbourne and Sydney to celebrate the campaign, storming the stage in his fresh NMD_V3 in Cloud White – a must for anyone who is always on the go.
“The NMD has definitely been the comfiest shoe I think I’ve ever worn,” Ruel said of the iconic silhouette.
It makes sense to rock the functionally fashionable sneaker for such a high-energy show, as the NMD_V3 features ultra-comfortable BOOST cushioning that’s partially encapsulated in a TPU shell.
“The adidas BOOST technology around the sole really makes it feel like I’m walking on a warm hug,” Ruel explained of the technology.