Chronixx: the face of Adidas SPEZIAL 2017 Spring Summer Collection
Adidas may not be championing Jamaica’s Track & Field, but they are early off the mark when it comes to urban music trends. With a list of iconic music pioneers from Run DMC, to Bob Marley and Missy Elliot being featured on campaigns of yesteryear.
Chronixx, a rising Jamaican reggae sensation, known for positive, inspirational and lyrically conscious music is now the face of Adidas SPEZIAL 2017 Spring Summer Collection. Addidas SPEZIAL is the brainchild of Mike Chetcuti and Gary Aspen, who happened to meet Chronixx a few years earlier. SPEZIAL a retro 70/80s collection focuses on lifestyle, quality, and simplicity, incorporating earth tones. An amalgamation of elements that blended well with the Chronixx brand.
A part of the campaign involved a 5 min video feature where Chronixx is filmed wearing various Adidas garments, in his everyday natural Jamaican surroundings. With brief picturesque moments when the Adidas label comes into focus.
During the video Chronixx shares some of his philosophies on life, music and culture. We see glimpses of his personality, and interests such as football, where he admits to being an Arsenal fan. He also sings a brief melody.
In an exclusive interview with GQ magazine Chronixx explained his connection with the Adidas brand stating:
“SPEZIAL is classic athletic, casual and elegant all at the same time,”
Currently, on his 2017 North American Tour, Chronixx has made several high profile appearances such as his GQ interview, Vogue feature, performing his hit track “Majesty” on The Tonight Show with Jimmy Fallon in-between countless concerts and stage performances.