Foot Locker is returning to Notting Hill Carnival for the fourth year in a row; with a campaign celebrating the people, creativity and sounds shaping London’s culture.
Created in partnership with adidas, the brand’s wider Carnival programme will unfold across a visual campaign, limited-edition merchandise and a dedicated stage, bringing together a cast of young Black British talent from music, fashion, art, food and sport.
At the centre of the campaign is a series of images directed by South London brothers Meeks + Frost. The Jamaican-British directing duo have built a reputation for culturally driven storytelling, with previous work spanning music videos for Little Simz, Pa Salieu, Odeal and Wretch 32, alongside a film commissioned by V&A East for ‘The Music Is Black: A British Story’.
Shot across London, the campaign places adidas classics including the Samba, Superstar and Gazelle within the world of Notting Hill Carnival. The visuals centre the personalities and creative identities of those who make Carnival such an important part of London’s cultural calendar.
What’s more, is that the cast reflects that wider approach. Electronic artist Ricki Soltau, fine artist Teoni Hinds and dancer Chloe Hartlett feature alongside stylist and content creator Nyah HB, Soulfood Peckham chef Fitzroy Hawes and 14-year-old Brentford academy footballer Chais Simpson.
Hinds also plays a central role beyond the campaign itself. The London-based artist has created an original piece of artwork inspired by the visual language and energy of Carnival, which will appear across limited-edition adidas Originals Trefoil Essentials T-shirts in black and white.
The tees will be distributed to attendees and FLX members at Foot Locker’s in-store event in Croydon on August 28, before making their way onto on-stage talent during Carnival weekend.
The final part of the takeover arrives on Carnival Sunday, when Foot Locker will host its own stage in partnership with adidas. While the full line-up is yet to be announced, the brand says the programme will focus on the next generation of Black British music, combining Carnival’s legacy with a look towards where the culture is heading next.
From the streets to the sound system, Foot Locker and adidas are putting the focus on the artists, creatives, athletes and communities keeping Carnival moving forward.
