Since the 1960s the Gazelle has existed in many forms and is undoubtedly one of the most classic three-stripe icons. This season Gazelle will reclaim its position amongst the classics with a celebrated launch of the archival ’90s style.

Gazelle’s history is made from the fabric of re-appropriation; a legacy carried through style tribes from the reggae crowd, from the brit-pop crew to the 90s minimalists. At each space in time, it marked a change in creative ownership. The spirit of “ubuntu” is deeply rooted in South African culture and the brand wanted to present the sum of the past, and people gone by in a positive light. Ubuntu speaks to the power of the collective consciousness and how this affects the individual today.

Now, Adidas Originals launches a unique multi media content collaboration featuring local style tribes and digital artists.They briefed these unique style tribes to shoot and style a photo series around Gazelle that embodied the concept of 'I am because we are'. The style tribe images were then handed over to digital artists to redesign into collages inspired by digital artist Doug Abraham's artfully remixed visuals of a young Kate Moss for the global Gazelle campaign. 

Digital artist Aart Verrips was partnered with performance art duo FAKA, Dustin Van Wyk with Instagram cool kids Lindiwe Ngubeni and Lulama Wolf, and Lex Trickett with image maker Gabrielle Kannemeyer and her boyfriend boxer Clint Sylvester.

Aart, Lex and Dustin were also briefed to create collages blending Gazelle product from the past and the future with city-specific imagery.

The Gazelle retails for R1299.

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