Since their inception, UNDERCROWN has remained true to their brand message; properly representing the deep and intertwining histories of Hip-Hop, Fashion, and Basketball. With their lines of t-shirts, caps, sneakers, accessories, and more, UNDRCRWN continually captures and embodies the pure cultural hey day of these now multi-billion dollar entities. For their latest project, UNDRCRWN teamed up with Adidas to present the “Believe in Five Collection”, a collection of five limited run UNDRCRWN designed Adidas Signature sneakers that includes, the T-Mac VI, the Kevin Garnett Bounce, the Tim Duncan Stealth, the Gil-0, and the C-Billups. With the collection set to release throughout the early Summer, KATC caught up with Dustin C., Creative Director of UNDRCRWN, to talk about the UNDCRWN x Adidas “Believe in Five Collection”.
More After the Jump
KATC: From a creative standpoint, what was the inspiration behind the UNDRCRWN x Adidas “Believe in Five” Collection?
Dustin: The inspiration came from our Fall 2007 line which was inspired by the early 90’s peace movement; Cross Colours, De La Soul, Tribe, Dikimbe stuff from Adidas. We wanted to give the basketball player some history and flavor in their game shoes. Basketball performance shoes have been pretty “cookie cutter” as far as materials and colors. All of [the UNDRCRWN x Adidas Sneakers] are team driven, but, we think that kids don’t just want to stand out on the street but on the court as well.
KATC: How did the collaboration with Adidas come about?
Dustin: Since we are a lifestyle company we wanted to partner with a company that makes performance shoes. [The sneakers] are engineered for the best athletes in the world, we just put our spin on them.
KATC: Late in the season Gilbert Arenas donned the UNDRCRWN Gil-0s on the Court. How did that go?
Dustin: These are meant to ball in. They are engineered for the best athletes in the world we just put our spin on them. Each shoe went through rigorous testings to make sure they would hold up while playing basketball They are adidas top of the line performance shoes designed exclusively for each player. Tim Duncan, KG, TMAC, Gilbert Arenas and Chauncy Billups.
[The UNDRCRWN x Adidas CC Stealth worn by Tim Duncan]
[The UNDRCRWN x Adidas KG Bounce worn by Kevin Garnett]
[The UNDRCRWN x Adidas T-Mac VI worn by Tracy McGrady]