A report from Jamaica’s Observer.
International sneaker giant Adidas have chosen Jamaican reggae artiste Chronixx to be the face of their new SPEZIAL Spring Summer ’17 collection.
In a short film launching the new Adidas Originals collection posted on their YouTube page which Adidas said “explores the roots of culture”, Chronixx speaks over a dub from his upcoming album while wearing different footwear from the collection.
Adidas says it “has long been connected to Jamaican culture through the roots of music and love of football, the beautiful game.”
The Adidas Originals website says that the collection turns its attention to parallels between British casual culture and Jamaican reggae culture.
The artiste also sings previously unheard lyrics over the dub, reportedly called ‘Skankin Sweet’.