Kader’s personality is magnetic - his character effortlessly shape-shifts across world and moments. His positivity is as captivating as it is intriguing and his signature campaign will equal his essence, representing who he is and the energy he both creates, and leaves behind. Leaning into Kader’s ‘out-there’ and unscripted character is the lead element of the campaign. A blend of genres, styles and colors will offer an unexpected and defiant tone. In an ever-changing world, skateboarding needs to be loud, bright, positive, and amplified to the max. Kader will make this happen.
Bringing his positivity and flair into a shoe design that is tailored for his skateboarding was another challenge that Kader rose to. Working closely with adidas designers, Kader brought a new perspective to the process, defying the norms and stretching the boundaries, both hallmarks of his character. Kader threw himself into extensive research sessions, taking inspiration from vintage basketball and outdoor footwear from the adidas archive. He questioned everything in his pursuit to produce a unique silhouette that was designed with skateboarding at the forefront, yet tailored to his individual taste, style and personality.
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