Adidas 'Pays It Forward' in Pharrell Williams Campaign Highlighting Emerging Artists

Campaign Will Pass Torch of Superstardom to Lesser-Known Talent

Published On
Jul 30, 2015

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In a new global campaign for Adidas, Pharrell Williams highlights five emerging artists from its core global markets -- American hip-hop artists Pusha T, Russian actor and director Grigoriy Dobrygin, Japanese jewelry designer Yoon, Chinese visual artist VJ Mian, and Mexican illustrator Smith. Created by Johannes Leonardo, it centers around a "Pay It Forward" approach that will pass the torch of superstardom to these creators and will then see them, in turn, recognize five more inspiring artists through social media, and so on, using the hashtag "#OriginalSuperstar."

The effort follows a previous ad in which Williams asked what it means to be a superstar, and is also linked to Williams' Supershell work for the brand, in which he nominated creators including architect Zaha Hadid to design sneakers.

Meanwhile, Williams seems to be reaching some kind of creative zenith with his much-praised video for new track "Freedom."

Head over to to read more about the campaign.