Jamaica Reggae artist Chronixx has signed a deal with Adidas.
Chronixx is now the face of Adidas’s new SPEZIAL Spring/Summer 2017 collection.
The news was announced via a 5-minute short film posted on Adidas’ YouTube channel that launched the new collection, which Adidas said “explores the roots of culture”.
In the video, Chronixx is seen wearing different gear from the collection while walking along Jamaican sites, streets, and beaches, talking about roots and culture, and his love for football.
The video – which has already been viewed more than 25,000 times, also features music from Chronixx’s upcoming debut album, “Chronology”.
The Adidas SPEZIAL collection reinvents the company’s classic menswear tracksuits with military jackets, knitted polo shirts, and of course the signature Adidas 3-stripe sneakers.
Adidas says it “has long been connected to Jamaican culture through the roots of music and love of football, and Reggae king Bob Marley who was well known to wear Adidas track suits while playing football.
Chronixx recently appeared on the Tonight Show with Jimmy Fallon, performing the songs “Majesty” and “Likes” dressed in the Adidas SPEZIAL clothing, which will be available worldwide this Friday March 17.
Chronixx said he likes that Adidas brought new technology to its classic look, saying “It’s the same cut as in the past, but it’s breathable. You don’t feel old.”