Adidas and Yohji Yamamoto's Y-3 launches campaign with Ranveer Singh
Y-3, a brand by Adidas and Yohji Yamamoto, has partnered with Bollywood celebrity Ranveer Singh to launch its latest campaign. Singh stars in a series of visuals designed to build on the label’s ‘20 Years: Re-Coded’ thematic narrative.
“It is an incredible honour for me to be a part of Y-3’s iconic legacy,” said Singh about the association in a press release on October 11. “This collaboration challenges mainstream perception of sporting movement– it’s fluid. It feels great to be able to glimpse into the future and bring it to life with a metamorphic Indian touch.”
The campaign is part of Y-3’s wider 20th anniversary celebrations and highlights the brand’s focus on the Indian market. Shot by Rid Burman with creative direction from Leo Burnett India, the campaign aims to offer a fresh interpretation of Y-3’s past, present, and future through the lens of an India of the future, according to the brand.
“The campaign is aimed at spotlighting Ranveer as the quintessential Indian face of Y-3,” announced the brand in a press release. “With uniquely powerful choreography by Terrence Lewis, the campaign celebrates Ranveer Singh as he artistically reinterprets and reimagines the very notion of sporting movement. A subversive ode to Y-3’s inherent DNA, with a focus on individual moments, the series of expressive visuals explores the artistic middle ground betweendance and sport.”
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