Chronixx, face of new Adidas sneakers line

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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.

In the near five-minute film, the 24-year-old artiste, thought by many to be the primary face of a “reggae revival” in Jamaica, talks about roots and culture while walking along Jamaican sites, streets and beaches. He also talks about a love for football in the video which has been viewed over 25,000 times on YouTube.

The artiste also sings previously unheard lyrics over the dub, reportedly called ‘Skankin Sweet’.

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