Adidas Skateboarding South Africa has collaborated with local streetwear brand Young and Lazy on a campaign that will launch Adidas’ latest skate shoe offering, the Matchcourt
INTERVIEW: ANEES PETERSEN / LUKE DOMAN
PHOTOGRAPHY: JONATHAN PINKHARD
Taking design inspiration from the adidas Nizza hi, the Matchcourt combines an astute awareness of heritage and a strong appreciation for the way in which a skater’s performance and overall experience can be improved through the implementation of technology. The result is a high-performance footwear option with a classic adidas silhouette!
Along with a campaign that celebrates the times and spaces in between and surrounding the act of skateboarding. The collaboration with Cape Town brand Young and Lazy is as deliberate as it is seamless as it sees adidas South Africa perpetuating the brand’s culture of celebrating authenticity all over the world. The Young and Lazy team’s approach to skateboarding and creating skate content is very much aesthetics driven and their candid portrayal of skating and living in the city provides the perfect inspiration for a campaign that changes the brand’s focus on skateboarding from high impact + high production value to a more nuanced look at what it means to be a skateboarder in the city
The campaign was produced by adidas SA skateboarding brand manager Pieter Retief and Young and Lazy creative director Anees Petersen and stars the pair along with Young and Lazy skater Young Manie and adidas’ all terrain killer Yann Horowitz. It involved a 5-day tour to Jozi in which the crew would film and edit videos as well as snap pictures solely on their cellphones while being stalked by JHB local, photographer Jonathan Pinkhard. The video edit is set to drop along with the shoe and the photo campaign!
EVERYTHING BUTT THE MONEY
Anees and Manie (YOUNG AND LAZY) made a mission to JHB with their homies Pieter and Yann from adidas Skateboarding South Africa, with the intention of testing out adidas’ new Matchcourt skate shoe.
They came back with ‘Everything Butt The Money’, a skate film shot entirely on the four skaters cellphones!