Adidas unveils City Pack, a creative reinvention of the popular UltraBOOST DNA, in collaboration with six local creatives from across Southeast Asia. Six bold UltraBOOST DNA designs were launched, with each taking inspiration from the respective local identities of Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. The City Pack is now available on adidas.com.ph and at selected retail stores for P10,000.
Southeast Asia is the heart of a new world order. Rich in traditions, diverse in culture, a myriad of beautiful language and vernaculars, yet, united in hope for a greater, better future. This is the land where some of the world’s best talents are unearthed – in sport, the arts, fashion, and music. City Pack celebrates just that; the coming together of different cultures and people of Southeast Asia, presenting the versatility and richness of the cultures, communities, and identities in the region.
“The ULTRABOOST (UB) has always been a first and the pioneer in winning the hearts of consumers all around the world, changing the way they see and feel running. With City Pack, we’re bringing back the UltraBOOST DNA edition this time for a different reason – we want to celebrate the diverse identities and cultures in the region by creating meaningful designs the represent those very identities, in a well-loved silhouette that consumers journey in. More importantly, we want to empower our local creatives from across Southeast Asia by providing them a global platform to be seen, to be heard, and to express how they see the world differently in their designs,” Adidas Philippines Brand Communications & Sports Marketing Manager JD Cortez said.
Joining hands with local creatives Yeri Afriyani from Indonesia, Jaemy Choong from Malaysia, Greg Guleserian (Egg Fiasco) from the Philippines, Eman Raharno Jeman (Clogtwo) from Singapore, Tanit Likitthamarak from Thailand and Le Thanh Tung (Crazy Monkey) from Vietnam, City Pack was created to reimagine the popular UltraBOOST DNA silhouette with an interpretation of their worlds. Hyper-local signatures are injected with unique design and meaning in this brand-new collection.
Channeling childhood memories growing up in the Philippines and connecting his past with the present, Greg Guleserian—also known as Egg Fiasco—a contemporary artist, built his design concept around video games, as seen in the unique sock-liner using design language mimicking that of video games. Also inspired by virtual items, such as virtual ‘potions’ and ‘elixirs’ that players would typically use to regenerate their in-game health, Egg included pops of orange and gold against the olive heel and navy upper, to represent this.
“The designs we worked on treated the shoe like a blank canvas, where we could apply elements of my work: jumbled patterns, textures, and bright color pop. We wanted to do this while keeping Adidas’ design language and the wearability of the final product in mind, aiming to make a design that would work on pretty much anyone,” shares Greg Guleserian a.k.a. Egg Fiasco.
As part of the City Pack launch, Adidas has also teamed up with Singapore-based illustrator, Muneera Malek (@moon_malek) and local creative house Studio 155, to develop a series of visuals. Capturing the essence and elements of the respective countries’ identities that each footwear design was inspired by, including each country’s national flower, these riveting key visuals celebrate the homeland where these local creatives hail from.
Each UltraBOOST DNA City Pack design retails for P10,000 at adidas.com.ph and select Adidas stores. Follow the conversation on Instagram and Facebook using @adidasph @adidasrunning and #UltraBOOST DNA.
