Donald Glover Presents by Adidas Originals
Coming off the heels of a creative partnership with Beyoncé, Adidas is now launching a footwear collection with actor and musician Donald Glover.
The two have teamed up to release the 'Donald Glover Presents' footwear line, which imbues three classic sneaker styles – the Nizza, Continental 80 and Lacombe – with Glover's "personal narrative".
"Rich is a concept,” said Glover. “With this project, I wanted to encourage people to think about how their stories can be told on their feet. Value isn’t quantified by what you wear, rather the experiences from them.
To push the launch, Glover starred alongside actress Mo’Nique in a series of offbeat, self-deprecating promotional videos released online to "equalize creative access" for the young people who inspire the brand.
The creative is a series of five mini-episodes surrounding Glover's relationship with Mo’Nique. Highlighting the sneakers is almost an afterthought to Mo’Nique's lovingly pointed jabs at Glover throughout the five-minute ad.
To help promote the shoes, Glover teamed with Adidas using Apple's AirDrop at Coachella. They sent AirDrop requests to attendees and if they were accepted, they got a coupon good for a free pair of shoes.
Starring Donald Glover and Mo’nique with a cameo by Na-Kel Smith
Story and concept by Donald Glover with ROYALTY
A Mamag Studios Production
Directed by Ibra Ake
Co-Written by Sam Jay and Jamal Olori of Royalty
Creative Consultancy by Sing J Lee for Mamag Studios
Produced by Sylvia M Zakhary for Mamag Studios
Co-Produced by Wolf Taylor and Fam Rothstein for Wolf and Rothstein
Co-produced by Stephen Glover of Royalty
Wardrobe Stylist by Simon Rasmussen with Style consult by Shanice Castro
Sound Design: Barking Owl
Sound Designer: Morgan Johnson
Mixers: Mike Franklin, AJ Murillo
Creative Director: Kelly Bayett
Post Producer: Ashley Benton