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Posts Tagged ‘Ruben Beddeleem’

Run DMC, DJ A-Trak Spin Off New Launch for Adidas

Adidas and Sid Lee are framing the new “Unite All Originals” as Run DMC vs. DJ A-Trak, but the versus bit comes on too strong. The campaign is much more affable than combative, think of it as a buddy cop combo where there are three buddies instead of two and the buddies like to wear black felt hats.

Run DMC’s famed history with Adidas dates back to the 1980s, and they’ve been lending their benign street cred to the three stripes ever since. A-Trak may not be comparable as a household name, but he’s a worthy spokesman for the next generation, as you can see in some coverage from early March. For this new campaign, the two acts are combining for a fan-controlled music video that will be dictated user voice commands. A true embodiment of “My Adidas.”

Credits after the jump.

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A-Trak Steps In to Provide Soundtrack for Latest Sid Lee/Adidas Work

Nothing like a little beat-dropping to wind down the day. So, let’s let Montreal native and renowned producer/mixmaster DJ A-Trak (just watch this from 16 years ago) do his thing for a minute in a new Sid Lee spot for adidas Originals, which is part of a larger global campaign for the brand called “Unite All Originals.”

While the days of Daft Punk, Snoop and David Beckham joining forces in the name of geekdom may have long since gone, the party continues in Sid Lee’s world with the aid of A-Trak, retro visuals by French artist SoMe (who also directs the clip) and a horde of hip youths. And, thanks to the clever editing and digital production work from partners such as B-Reel Stockholm, the interplay between music and visuals provides for a fairly hypnotic experience. Hey, we’ll take this over the usual late afternoon stupor any day. Credits after the jump.

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