Starting this week, adidas is gearing up to end the summer by showing love to New York City, its storied neighborhoods and residents through a series of events, projects, and surprise moments.
Titled “/// <3 NYC,” aka adidas Loves NYC, the program will build upon community-focused projects, demonstrating the adidas brand’s undying devotion and respect for the city of New York and it’s culture melting pot of art, music, fashion. “/// <3 NYC” is part of the continued focus that throughout the past few years has seen the introduction of programs and projects, such as the establishment of the Brooklyn Creator Farm.
The Farm is a state-of-the art innovation facility that serves as a community hub for creators to access and collaborate with other sport and style icons. As part of adidas’ “/// <3 NYC”, the sportswear giant is working with the Dream B.I.G. Foundation and their annual summer basketball tournament, sponsored by The Christopher Wallace Foundation. The Brooklyn Creator Farm teamed with the foundation and local youth, basketball players to create custom jerseys inspired by the music catalog of the late, great Notorious B.I.G.
In Manhattan, adidas is making a collaborative enhancement of one of the city’s U.S. Soccer Foundation pitches. As part of the pitch’s unveiling, adidas will host a panel discussion, featuring professional athletes and adidas ambassadors, speaking on the barriers female athletes face today and what we can all do to challenge and change them head on.
Uptown, the sportswear giant has a partnership with A$AP Ferg and adidas Runners NYC co-captain Kwasi Kessi for an event called “Track for Track”. Combining Ferg’s love for music, running, and Harlem, the “Track for Track” project will drop a new, exclusive song by Ferg on while simultaneously refurbishing the running track at the Thomas Jefferson Park in A$AP and Kwasi’s hometown of Harlem. The event will feature a ribbon-cutting ceremony featuring appearances by Ferg, and then a community run led by adidas Runners NYC.
It doesn’t stop there. “/// <3 NYC” will be filled with more surprise moments including a collab with Billie Jean King, installations, activations and opportunities that will unite everyday New Yorkers with adidas athletes, creators and partners from across the worlds of professional sport, music, style and design.
To stay up to date on all the events and activations that comprise “/// <3 NYC” head to adidas’ site.
For more on adidas, watch Real Madrid’s Benzema & Nacho talk adidas Parley kits & favorite brands on ‘Ball Boyz’.