Through the ‘Never Still’ campaign.
The renowned German brand has just unveiled its latest creative proposal, where it reminds us that the experiences we accumulate transform our lives and the objects closest to us. In this episode – the fifth in the saga – the focus is on personal journeys, those that reshape us completely. And who better to embody this vision than Rosé, a member of BLACKPINK, and a figure who represents the modern sensibility of a generation in constant movement.
At a time when luxury is being redefined by meaning, the superstar becomes the embodiment of purposeful travel: ‘Every trip I take leaves a lasting impact. Travelling the world makes me realise how much more I have left to explore’.
Thus, in this visual narrative, the aluminium parts – with their dents, faded stickers and marks of past journeys – become diaries of each journey. Wear and tear is celebrated.
And speaking of collaborations… adidas brings Zizou back to life with the Predator Precision Zinedine Zidane 2000.
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