Adidas bases sneaker design on video game memories of graffiti artist
Filipino graffiti and mural artist Greg Guleserian's Adidas UltraBoost DNA City Pack shoe is already available at adidas.com.ph, the Adidas app, and in Adidas stores for $198 per pair.
According to Guleserian, better known as Egg Fiasco, his childhood memories of playing video games in the Philippines were his design inspiration for the sneakers.
Gulerasian added that the vibrancy of the video games he played had the same vibrancy as the people of the Philippines and its culture with its many gimmicks.
When brainstorming with fellow Filipino artists, he realized that playing video games was one thing they had in common and was their favorite topic of discussion, making it the inspiration for his shoe.
Thus, the sock liner of the Adidas UltraBoost DNA City Pack mimics the design language of video games.
Meanwhile, the pops of orange and gold against the shoe's olive heel and navy upper represent the virtual 'potions' and 'elixirs' in video games.
The 1990s video games aesthetic also resembles Guleserian's palette for his graffiti work.
Guleserian is thrilled to be among the seven creatives in the Southeast Asian Region picked by Adidas.
He said he believes that Adidas chose him because of his message's potential and the energy behind him as an artist, not just the drawings on the wall.