Back in 2015, adidas Originals launched the trailblazing NMD (Nomad) silhouette, taking cues from the brand’s inimitable archive in order to create a shoe that disrupted the sneaker world at the time. Six years later, the Trefoil has returned with an updated take on the original cutting edge innovator, channelling the very same independent mindset to present the NMD V3.
Made for those who respect what’s come before, while also staying up to date with what’s coming next, the latest silhouette in the NMD family stands proud as a future icon created for the rebellious explorers forging the cities of tomorrow.
Boldly mapping the future to come, a ‘Cypher’ gathers a group of rappers, beatboxers, and/or breakers in a circle, extemporaneously making music together—as a nod to adidas Originals’ deep heritage in hip-hop. The adidas team also conceived the NMD Cyphers to amplify the campaign story and put forward creatives to act as faces for the NMD V3.
In Malaysia specifically, adidas worked with 3 local artists to collaborate on a one-of-a-kind song—the Cyphers are young talents Airliftz, Hullera and A-KID. Upon hearing these 3 local talents appointed as the faces of adidas’ Cypher, Glitz decided to reach out to them to learn more about their music videos, their love for sneakers and the correlation between fashion and the hiphop industry.
Glitz Spotlight w. Airliftz, A-KID & Hullera
Airliftz
Airliftz’s very own career started in his bedroom, where he posted his music on soundcloud and twitter. He has since grown into a formidable artist that breaks through expectations and limitations, and is relentless in the pursuit of his dreams. At age 24, he already has several singles, a full EP as well as an Asian tour under his belt.
Hi Airliftz, Congratulations on releasing your latest soundtrack, Honest, as well as collaborating with two powerful individuals, A-KID & Hullera on adidas NMD. How do you feel about these achievements?
Thank you! I’m grateful for the opportunities given with adidas NMD and Honest release after quite some time. Can’t forget LastKhalif on the production for adidas NMD. Couldn’t make it happen if he didn’t pull up with the beat!
How was your career progressing since the pandemic hit?
Everything has been progressing slowly but surely, to a better place. I have a lot in my vault that I can’t wait to share with the peeps out there.
So, what was the inspiration behind the adidas NMD V3 song?
I think the inspiration behind it was all about where we started and where we came from. From trying to save up to get these kicks and being able to collaborate with one of the industry giants such as adidas is a statement. Doing it for the city, tryna put our steps on the map.
Fashion has always played an important role when it comes to the HipHop industry. In your opinion, what’s best to describe your style?
Fresh and clean. I like to keep my things clean, looking extra fly. Nowadays I just wear a lot of dark colours like black cause it’s easy to pair with anything.
If you could wear one adidas sneaker for the rest of your life, which one would it be?
Has to be the Gazelles. It looks good with anything.
Hullera and A-KID make up the rest of the Malaysian cypher and are local talents who have started at grassroot levels and since grown into people who can now inspire others to blaze their own paths. A-KID discovered his passion for music when he first bought his own guitar at the age of 15 and has made a name for himself in the local music scene over the years, and Hullera was first recognised on a local broadcast station for Hip Hop music and has since steadily grown in popularity thanks to her sense of style, personality and undeniable talent.
A-KID
How was your career progressing since the pandemic hit?
Oh, it’s not been easy, especially during the lockdowns but now, I want to focus on achieving more for the path I’ve set for myself
So, what was the inspiration behind the adidas NMD V3 song?
adidas is such an inspiring brand and NMD has been such an iconic collection that has been part of many inspiring artists in the past. It wasn’t too hard to create this song because the campaign really spoke to me – it’s about a journey, trusting the process despite any challenges, and creating your own path while the world shifts unpredictably.
Working alongside Airliftz and Hullera, both artists that I have so much respect for, made it that much more seamless to produce this song. It’s great to see big brands like adidas collaborating with local artists like me to come together for a shared passion.
Fashion has always played an important role when it comes to the HipHop industry. In your opinion, what’s best to describe your style?
There are always two aspects I look for when adding to my wardrobe: comfort and versatility. Looking good is important, but for me, I need a pair of shoes that suits my active lifestyle and represents my personality too.
How does your style evolve ever since the pandemic?
During the pandemic, it was mostly about just looking as decent as I can. Now, my style represents my confidence in my own thoughts and me being comfortable in my own skin.
If you could wear one adidas sneaker for the rest of your life, which one would it be?
Tough one, there’s so many, but if I had to pick one it would be the The adidas Gazelle.
Hullera
How was your career progressing since the pandemic hit?
I feel like my writing skills have improved greatly. The pandemic has given me a lot of time to practise, and it has definitely allowed me to write better as an artist.
So, what was the inspiration behind the adidas NMD V3 song?
I was mostly inspired by the old Kuala Lumpur. Like the NMD V3, which takes cues from the archives and is greatly inspired by past iterations of the NMD, I draw a lot of inspiration from how KL has grown as a city and its evolution into a new era.
Fashion has always played an important role when it comes to the HipHop industry. In your opinion, what’s best to describe your style?
I am the definition of style. But in all seriousness, when I first joined hip-hop, it was a challenge. The scene is one that is very male-dominated, but all of that challenged me to become the artist I am now. I believe that influenced a lot of my style – my wardrobe follows the same principles as my songs.
I don’t wait around to be inspired by other people, I look for my own inspiration and I inspire others with my work. I believe that as a female rapper, I shouldn’t conform to the stereotypes of what a female rapper should be, look, or sound like. Working with adidas, and especially on the NMD V3 campaign has allowed me to create that path for myself, with the way that they’ve encouraged me to be my own self, and inspire other Malaysians with the path that I’ve blazed.
How does your style evolve ever since the pandemic?
I don’t think my style has changed much even after the pandemic. I’ve always made it a point to stay stylish during the pandemic, I can’t be the definition of style if I’m not stylish even when no one is looking.
If you could wear one adidas sneaker for the rest of your life, which one would it be?
The adidas Forum Mid. To me – that pair of shoes has always been a perfect balance of form and function.
Check out the exclusive first look at their track below:
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