East London-based creative agency, Superimpose Studio, has announced the release of Bodega Babies, the fourth and final installment from a collaborative series between Adidas Originals and US hip hop artist Pusha T. The short film is inspired by memories of his local bodega and the rapper’s rise through the New York streets, and marks the worldwide launch of the EQT King Push Bodega Baby trainer.
This explorative video release centres on the EQT collaboration and presents a premium take on the new EQT trainer inspired by Pusha T’s experience of life on the streets and pays tribute to the neighbourhood corner store ‘bodega’ - a proving ground for growth and evolution; a place where people buy their groceries, hang outside at night, gain respect for peers, and earn respect themselves.
At the core of the Pusha T and EQT collaboration is the model’s hard beige colorway, inspired by the iconic brown paper bags used to pack groceries and conceal liquor bottles bought at bodegas. The Adidas Originals EQT Support Ultra PK King Push 'Bodega Baby' releases worldwide early November 2017.
Client: Adidas Originals
Vice president of global communications: Alegra O'Hare
Creative agency: Superimpose Studio
Creative director: Ollie Olanipekun
Executive producer: Karina Aloupi
Production company: Caviar
Director: Thomas Ralph
Producer: Ore Okonedo
Director of photography: Nick Bupp
Editor: Paul O’Reilly @ Stitch editing
Co-editor: Charlie Rotberg @ Stitch Editing
Sound design and mix: Martin Leitner @ Wave Studios
Flame artists: George Rockliffe, Paul Wratten @ The Mill
Colourist: Oisin O’Driscoll @ The Mill
Post producer : Holly Treacy @ The Mill
Colour producer : Dan Kreeger @ The Mill