Sunday, January 2, 2011

We Are London - the city as Adidas sees it

We are London

We are Black.

We are teenagers.

We hang out on the streets.
And we wear Adidas clothes?
Yeh, we wear Adidas clothes because if we don't we die.
Pecked to death by our 'friends'.

And whilst we like to think of ourselves as men.

Inside we are shivering defenceless chicks.

Just like everyone else.
We are London.
Are You?

We are London.

We are groovy chicks.
We're probably around 30.

Could even be mums.

And we're strutting our stuff in London Town
In Adidas track suit tops?

Don't make me laugh!
No. Seriously. Adidas is not just for chavs.


In late 2010 Adidas launched an advertising campaign 'We Are London'
depicting Londonders clad in Adidas. 
There was something refreshing about the brand's attempt to put a positive spin on groups of young black men hanging out on the street.
And yet something almost unbelievable about the idea that these guys would be dressed in Adidas. 
It seems as if someone realised that it was young black men who were the principal consumers of Adidas clothing in London - and that something needed to be done to acknowledge that.

Do young Black men really wear Adidas?
Or is this the impression Adidas wants to give to break into the 'urban' fashion market?

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