Reggae singer Chronixx has inked a deal with Adidas to become the new face for the brand’s SPEZIAL Spring/Summer 2017 campaign.
SS17 will focus on fashion between British casual culture and Jamaican reggae culture. The collection reinvents staples of modern menswear through iconic military jackets, tracksuits, knitted polo shirts, and the signature adidas 3-stripe trainers and leisure shoes.
Adidas kicked off the campaign with the ‘Smile Jamaica’ singer on Wednesday giving fans the first look in the form of a five minute film featuring Chronixx, shot between Kingston, Jamaica, and Lancashire, UK.
“The film explores the roots of culture. The roots that allow life to connect to the source. adidas has long been connected to Jamaican culture through the roots of music and love of football, the beautiful game. All these connections are close to Chronixx’s heart,” Adidas wrote. “Chronixx and his peers are creating something that has echoes of the past, but is reinvented into something entirely new – a philosophy that is shared by adidas SPEZIAL,” they added.
The adidas SPEZIAL SS17 limited drop will be available on March 17 and the full collection on March 24 at select retailers globally and online.
Watch Below, the soundtrack features music from Chronixx’s upcoming album ‘Chronology’ due later this month.