In the month of awareness about combating racism and exaltation of black culture, the adidasa global leader in the sporting goods sector, in partnership with Phantom Laboratoryrene os times do Atlético Mineiro, cruise e International for the launch of a special shirt that pays homage to one of the most recognized symbols of resistance in black culture: the braid!
With the creative direction of Laboratrio Fantasma, an Afro-entrepreneurial organization that was born on the outskirts of So Paulo (SP) with the purpose of transforming the reality of society, using art, culture and music as instruments to combat inequalities, violence and all type of discrimination, the campaign counts on the participation of rappersinger and composer Rael, who narrated the initiative’s launch video.
The black excellence campaign, with the message Tranar Brazil and Africa, is inspired by different types of braids throughout history, representing these symbols in the shirt design. Predominantly cream colored, the new cloaks have designs that symbolize braids, mixing yellow elements on the sleeves and lower front.
With the club’s badge on the left and adidas’ on the right, the Atlético MG uniform features sleeves with black details; that of Cruzeiro, with blue details; and Internacional, with details in red. In the central part of the shirts, the patch Yellow Da Raiz Luta completes the design. The shirts for the three teams are now available on the adidas Brasil website, in the brand’s stores and in the clubs’ official stores, in both men’s and women’s models.
The inferiorization of humanity and the subjectivity of black bodies in society is historically due to the violence, above all, of our aesthetics. Exalting black beauty through the exaltation of our Or and our hair aesthetics confronts racism, eugenics and attempts at genocide that the black population has gone through and still goes through. This collaboration with adidas and the clubs aims to highlight how African traditions are present in our society, and therefore, should be a source of pride, respect and appreciation. As a football lover, it is a dream to be able to make this possible collab with adidas, which will bring pride, awareness and affection to so many fans and to Brazilian society. Brands play a fundamental role in this dialogue, and it is a pleasure to be part of this achievementcomments Evandro Fiti, CEO of Laboratrio Fantasma.
Laboratrio Fantasma emerged in 2009, on the outskirts of the North Zone of São Paulo, by the hands of Emicidal and his brother, Evandro Fiti, with the aim of managing the career of the rapper. From the beginning, they understood that managing an artist’s trajectory wasn’t just about releasing records and touring, but about building a worldview and creating narratives that develop around a state of mind. This is how the company expanded its area of activity.
In addition to working on the careers of artists like Rael, Drink Barbosa, Dona Jacira, Emicida and Fiti, the Lab. acts as a transformative content platform that serves as inspiration for the national and international market. To this end, he has been leaving his mark on music, fashion, audiovisual, literature, society and all the projects he dedicates himself to.
* Cover photo: Divulgao/Laboratrio Fantasma
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