Grammy-nominated rapper and basketball super fan Quavo teamed up with Adidas to promote its wireless headphones collection in a new spot called ‘Turn Up The Movement’.
The campaign, created by M&C Saatchi and launched on 28 October, showcases the power of movement and music to tune out the chaos of everyday life and is spearheaded by a hero spot which offers viewers a peek into his lifestyle – from the recording studio, to a photoshoot and then on to the basketball court.
Whilst he is best known for being the frontman of hip-hop group Migos, Quavo is also famous for his hoops skills and showcases his balling prowess on court in a 60-second commercial which promotes the brand’s new noise-cancelling sport earbuds (led by ZNE 01 ANC Headphones) ‘built to get you in the zone’.
Adidas states that its ‘Turn Up Movement’ campaign is ‘embodied through the film which showcases how music and movement empower creators’ performances – both physically and mentally.
“As a lifelong sports and music fan, linking up with Adidas Headphones for their new true wireless collection offers the best of both worlds,” said Quavo. “I was excited to be one of the first people to try them out and love the sound, fit, and style. I think it’s so important to have the right music and the right earbuds to perform your best. I love that Adidas Headphones merges sport and music in its DNA.”
Comment
The worlds of sports, music and sneakers have been connected for decades and are growing every closer as they merge around urban culture and entertainment. More athletes have signature sneakers, more musicians have sneaker collaborations and artists and designers are becoming celebrities.
Quavo is a prime example of this merging space: a multi-platinum recording artist, an avid basketball player and a huge sneakerheads.
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