Blink and you might miss the new music video Adidas Originals created on Instagram Stories to promote its new P.O.D. shoe, released this month.
The video, directed by Colin Tilley of YSL campaign fame, features 19-year-old Detroit musician Curtis Roach and it’s only available for 24 hours on Instagram Stories. The sneaker company said the creative execution of the video is an extension for the innovation embodied by the Adidas brand itself.
“We embrace that our brand allows us to elevate creativity through product and the lens of a next generation of artists,” said Christine Sheehan, brand marketing director at Adidas Originals in a statement. “Having Curtis and Colin come together to create this audiovisual experience, that then disappears, materializes our mission as a brand [which] seeks to empower those who dare to break molds in culture and art.”
Three-minutes long, the video showcases Roach rapping, along with images of the new P.O.D. shoes, which use cushioning Adidas developed in the '90s. In keeping with the retro theme, the video also features landline phones.