Ahead of the official release of its Jordan Brand 2020 footwear and apparel collection, Union has put together a playful addition to its campaign. Following the full look we recently received, the latest in the campaign for the collaboration is the playful “Hustle & Motivate” lookbook and skit which introduces a unique cast of characters.
The skit centers around, Diz, who unluckily has a job interview on the same day as the Union x Air Jordan 4 release. A series of unfortunate events leads the character on the brink of failing this job interview and an interesting proposition arises last minute. Conceived by Reggieknow and animated by Arthell Isom of D’art Shtajio, the first Black-owned animation studio in Japan, the animated visual pokes fun a sneaker culture while highlighting civil rights, criminal justice reform and systemic racism.
Accompanying the skit is a lookbook, which sees models cosplay (コスプレ, kosupure), a portmanteau of the words costume play, as characters Diz, Eamona, Khalil and Lavell. The brightly colored figures serve to showcase the highly anticipated release from Union once again.
Check out the Union x Jordan Brand “Hustle & Motivate” lookbook above and the skit below. The Union x Jordan Brand 2020 footwear and apparel collection will release on the Union webstore August 29, then see a full global drop August 30.
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