Starting this week, adidas is paying homage to New York City through the "/// <3 NYC" program, shorthand for the adidas three-stripe mark and pronounced "adidas Loves New York City." The initiative will span a series of events, projects, and the occasional surprise moment.
It kicks off this week through a collaborative effort from the adidas Brooklyn Creator Farm, adidas Basketball and the Dream B.I.G. Foundation. Custom jerseys, inspired by the music of the Notorious B.I.G., will be worn by participants of the annual summer basketball tournament sponsored by The Christopher Wallace Foundation.
Subsequent /// <3 NYC activations will include:
- A panel discussion hosted by adidas as part of the city's U.S. Soccer Foundation pitches, featuring professional athletes and ambassadors from the 3 Stripes family speaking on the barriers faced by female athletes today
- A$AP Ferg and adidas Runners NYC co-captain Kwasi Kessi will appear at a ribbon-cutting ceremony at the refurbished Thomas Jefferson Park in Harlem
- A collaboration with former Tennis World No. 1 and barrier breaker Billie Jean King that will kick-off a unique project, uniting creators citywide
- A partnership between adidas, Wanderlust and local New York City-based artists at the forthcoming Wanderlust 108 in Brooklyn on September 9th through which event attendees will have the opportunity to create customized yoga mats that will be later donated, following the event
Starting on August 27, New Yorkers can stay up to date with all the projects and activations on deck by visiting adidas.com.