Donald Glover, Mo'Nique Get Down And Dirty (And Creative) With adidas
Thursday, April 18, 2019 at 10:25PM in Donald Glover, Endorsements, Mo'Nique, adidas, sports marketing

By Barry Janoff

April 18, 2019: Donald Glover is a man with many talents: actor, comedian, writer, producer, director and, under the nom de plume Childish Gambino, musician.

Now comes a new skill: Selling shoes for adidas under a creative relationship that began in September 2018.

adidas, in alliance with Glover and actress-comedian Mo'Nique, has unveiled a series of five short films under the umbrella title, “Donald Glover Presents,” with Mo'Nique as executive producer.

The vignettes support the launch of three re-imagined adidas classics: the Nizza, the Continental 80 and the Lacombe, available globally on April 26 (MSRP $80-$100).

The new products have a “worn-in” look via a “series of deconstructed details, including uneven stitching, allowing them to fray over time.”

A moth — which adidas said is the symbol of the collaboration — appears on the heel bumpers and insoles of the footwear.

Each pair is packaged in an inside-out adidas Originals box that opens with a tear strip, complete with three sets of custom shoelaces designed to fringe with wear.

Glover said the humorous films “are intended to show that worn shoes are not merely ‘dirty’: they are a reflection of one's personal experiences.

“With this project, I wanted to encourage people to think about how their stories can be told on their feet.,” Glover said via adidas. “Value isn't quantified by what you wear, rather the experiences from them.

“The partnership for me is about being able to exemplify what doing your own thing truly looks and feels like."

As part of the launch, Glover hosted an inverted Q&A, giving those in attendance the ability to ask questions and initiate a conversation.

According to Chris Law, senior design director for adidas Originals. "As a visionary, we admire Glover's capability to surpass 'genres' and uniquely tell a story

“From a design perspective, we drove the aesthetic of this collection based on adidas' rich history in classic sneakers and Glover's philosophy of understated points of interest and appreciation for how shoes evolve with wear, expressing more personality over time.

“Between Glover's artistic vision and our expertise, we will continue to evolve and look forward to where that takes us."

The series was directed by Ibra Ake and written by Jamal Olori, both of Royalty.

Donald Glover Presents






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