Neely Air | Roland TR-808: Disturb the Peace


When given the opportunity to develop our custom concept/prototype for Mi Adidas, Neely & Daughters Chief Creative Officer Margo Neely popped and locked at the chance to create the TR-808 — inspired by the famous Roland TR-808 Rhythm Composer, break dance culture, and “808” (police code for “disturbing the peace.”) Not only do these kicks look fierce, but brace yourself: They actually. make. beats. The shoes are equipped with volume control and six different pre-programmed settings so you can recreate your favorite scenes from Breakin’ 2: Electric Boogaloo in your mom and dad’s kitchen on a broke down cardboard box from Costco.

what we did

  • Creative Strategy
  • Art Direction
  • Design
  • Prototype

why it mattered

Though they have yet to hit the production line (the “Just for Kicks” creative challenge – pun intended – was custom design and prototype only), the shoes won major accolades and over six billion fans around the globe. The Mi Adidas Neely Air/Roland TR-808 mockup blew up social media when it dropped, and continues to do so today with its sleek, innovative design and fresh concept.

Hear the authentic Roland TR-808 sounds produced by Soundtrack Loops for the Neely & Daughters Adidas

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