Noize MC x Adidas

In 2020, Adidas launched a collaboration with Noize MC as part of the “Superstar. Changing the Game” campaign. Noize MC dedicated the new Superstar aesthetic to ska-punk, skate culture, classic New York graffiti tagging, and old-school hip-hop. The traditional black-and-white model is generously adorned with censoring asterisks, the signature symbol of Noize MC. “These are not just asterisks — they are superstars, as they now decorate the Superstar,” says the musician. On the back of the sneakers, you can see the musician’s graffiti tag in the form of two speakers, and there are loops stitched onto the heels with the inscriptions “Noize MC” and “Super*.”

The model with Noize MC was available for purchase exclusively through the adidas App — it could only be acquired by participating in a raffle.

Noize MC also collaborated with Adidas in creating video campaigns. For example, he voiced a commercial for the brand that showcased new ideas and approaches to youth fashion culture. The musician became the voice conveying the key values of Adidas — creativity and boldness in changing the rules.

Noize MC participated in a musical interpretation of the hit “My Adidas” by Run-DMC as part of a campaign organized by the brand. This was part of a special project celebrating the cultural legacy of the collaboration between Run-DMC and Adidas, which began in 1986 when the track “My Adidas” became an anthem not only for the band’s fans but also for an entire era of hip-hop. Run-DMC were the first musicians to enter into an official partnership with the brand, paving the way for collaborations in the music and sports industries. For this campaign, Noize MC created a modern remix of the track, adding his signature style.

Noize MC collaborated with Adidas on several creative projects, including performances and musical campaigns. One of the most memorable events was his original performance in 2015 as a homeless musician. During this performance, he sang his tracks right on the street, surrounded by random passersby. The video gained over 6 million views on YouTube.

Another “secret” performance took place at the flagship Adidas store, where he appeared in the guise of Santa Claus.

Noize MC held numerous autograph sessions as part of his collaboration with Adidas, including events in outdoor locations. One of the most memorable was the autograph session in Gorky Park. This event took place in the format of an impromptu performance, after which Noize MC signed autographs and took photos with fans. Such meetings with the artist attracted up to 500 people in the regions and up to 800 people in the capital.

In addition, the brand actively supported concerts and events featuring Noize MC, strengthening the connection with his fans. The collaboration between Noize MC and Adidas became not just a marketing campaign but a cultural project that united fashion, music, and street culture. This is an example of how a brand and an artist can come together to create a unique product that reflects their shared values and worldview.