words // Brandon Richard
In celebration of the Olympic Games, adidas has launched miadidas Customizers, a real-time art project that unites the most passionate artists, athletes and fans from around the world to produce unique customized shoes that embody the London 2012 Olympic Games.
Over the course of the Games, nine artists will take part in creating 34 different pieces of art. Each day at the adidas Olympic Lounge, two artists will customize performance footwear inspired by the day's top "all in" moment and the shoes will be awarded to the "all in" athlete. Fans will have the opportunity to win a second customized pair by voting for the day's outstanding sporting moment on Facebook.
The artist lineup includes footwear customizer NASH MONEY, London-based props and accessories designer Fred Butler, emerging streetwear talent Kara Messina of Y’OH Streetwear, hat and accessories designer Nasir Mazhar and street artist Dr Noki.
“London is a creative city with some excellent emerging artists who can help put their unique spin on our adidas footwear,” said Thomas Van Schaik, Global Brand Director of adidas. “The real-time element allows everyone to get involved by defining the key moments from this Olympic Games and seeing them captured immediately on a historic item that they can then have the chance to win.”
miadidas Customizers offers a global platform for the creative community of the Olympic host city. The project is set to showcase a breadth of creativity, inspiration and design – united by adidas.
Suggest your favorite ‘all in’ moment of London 2012 and have a chance of winning a unique piece of Olympic artwork at facebook.com/adidas.