Sportswear brand Adidas has teamed up with London-based online radio station NTS Radio to launch a new line of merchandise inspired by underground music and culture.
Collectively adopting NTS Radio’s ‘Don’t Assume’ mantra the products are intended to imbue local community spirit with a global outlook, a marriage inspired by the stations own eclectic mix of styles, music, culture and people.
First out the gates is a collection of eight football-inspired pieces including jerseys, a tracksuit and a paneled sweatshirt with the former distinguished by a depiction of Peppers and Spice - a Hackney Caribbean restaurant and sponsor.
In return, NTS will broadcast a series of one-off live radio broadcasts to showcase the brand, each prepared by a different artist.
Adidas is also going mainstream, partnering with HBOs Game of Thrones.