When given the opportunity to develop our custom concept/prototype 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
- Vision + Strategy
- Art Direction
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 concept only*), the shoes won major accolades and reached an audience of over six billion around the globe. The Mi Adidas Neely Air | Roland TR-808* design blew up social media when it dropped, and continues to do so today with its sleek, innovative design and fresh concept.
global audience metrics for the Neely Air Mi Adidas TR-808*
Flattering Words From
In what could be the most fucking cool shit I’ve ever seen, a new sneaker design which incorporates the iconic black, red, orange and yellow 808 design has been unveiled. Not only that, but apparently the sneakers also function as a drum machine. Swish.
The machine even survives purely as a design object: The row of red, orange, yellow and white buttons across its front panel, representing a bar of music as 16 programmable "steps," has inspired a conceptual Adidas sneaker that would sell by the boatload if it were real.
Adidas has style. Wes Anderson has even more style... Meanwhile, we’re still waiting for them to dust off the TR-808 inspired kicks.
Taking its design cues from the legendary TR-808 drum machine, the New York based digital engineers Neely and Daughters dreamed up this prototype. On top of its impeccable styling, the sneaker features tempo control, a start/stop button, speakers, USB port, wi-fi, and bluetooth built-in... Talk about an incredible innovation!
The QUARTZ Obsession: a daily digression into the most fascinating corners of the global economy. September 22, 2017: Viral Wonders | A Fitting Tribute: The The TR-808 drum machine and the TR-808 prototype sneaker by Neely & Daughters.
Margo and her firm have been inundated with requests and offers from all sorts of top brands in the electronic music industry. And now Margo and her team are hard at work on a “revolutionary product” that, she claims, will surpass the TR-808 trainers in every conceivable way. There’s talk of lifestyle, wearables and game-changing, which all sounds very exciting. If any of Margo’s enthusiasm and self-belief could ever materialise as a product then I think it’s going to be awesome.
The Neely Air TR-808 customs: The #1 Most Popular story of 2017. By far this scoop on the concept Adidas Roland TR-808 shoes grabbed our attention and yours more than any other story. The best thing: these shoes went viral afterwards and the story isn’t over yet…