Donald Glover, Adidas Drop Sneaker Line at Coachella
Donald Glover Presents is the product of a collaboration deal that started between the apparel company and the entertainer last September. It will see Adidas release reimaged versions of the company’s Nizza, Continental 80 and Lacombe shoes. Glover says the concept of the personal narrative inspired the series.
“With this project, I wanted to encourage people to think about how their stories can be told on their feet,” says Glover. “Value isn’t quantified by what you wear, rather the experiences from them. And you make the decision on what works for you, you live through your own lens. The partnership for me is about being able to exemplify what doing your own thing truly looks and feels like."
To accompany the deal, Glover and Adidas ran a product activation at the Coachella festival, where concertgoers were sent AirDrop messages on their phone that led to photos and videos about the new shoe line. The announcement also included the launch of a series of short films starring Glover and award-winning actor Mo’Nique.