adidas Originals gets Trevor Stuurman to bring to life their local Samba campaign
To mark the return of the Samba, one of the most beloved silhouettes in 3-stripes history, adidas Originals South Africa turned to Trevor Stuurman to bring to life a local campaign featuring photographer Uno Gondo and digital curator Lindiwe Ngubeni.
Released in the 1950's as an indoor soccer model, the Samba has since firmly cemented its position in both sport and culture. On home ground, soccer is the most widely played community sport, with the game and its traditions bringing unity to the people and hope to the aspirational who are forging their own unique paths.
The iconic Samba campaign, a continuation of the partnership with Trevor which kicked off with the adicolor launch in January 2018, draws inspiration from South African grass-roots soccer culture. The eclectic images hero the Samba OG and the newly launched women's-exclusive Samba Rose silhouette alongside the second drop of playfully fresh adicolor apparel.
When asked about the creative execution and how it highlights the enduring blueprint of Samba through a local lens , Trevor said that; "We decided to use the iconic handwoven Kente cloth from Ghana as backdrop as it represents time, technical skill and heritage. We felt that similar to fabric, soccer brings people together in an authentic and celebratory manner. It was also so important for me to personally bring it back home to Africa and to celebrate our collective culture."
Stepping out in classic black and white colourways, the Samba OG's one-for-one reproduction is a welcome return of a chapter in adidas history like no other. The Samba is a sneaker that embodies an anti-hype attitude while being a fashion staple and streetwear essential and Uno Gondo incorporates the silhouette into his effortless, original style.
As a photographer, Uno hone's his craft with quiet precision. "Creators are the new athletes. Our platforms might be different but we all have to practice to perfect our techniques and perform when the time comes," he explains when asked about the parallels between the hustle of grass-roots soccer players and up-and-coming creators in South Africa.
With a platform sole, the iconic Samba silhouette gets a bold contemporary treatment and more feminine context within the Samba Rose. As an authority who is carving a niche for herself within the digital sphere, Lindiwe champions the Samba Rose iteration with her iconic yet understated style.
"The Samba's statement black and white colourway and timeless silhouette make it so easy to incorporate into my wardrobe. From athleisure, to everyday casual and suits or formal skirts, the shoe fits. I think it's ability to remain simple yet make a bold statement allows for such versatility." added Lindi when questioned about staying true to her style when wearing Samba, the authentic sneaker that embodies everything that adidas Originals is.