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Like the basketball greats before him, Pharrell Williams is launching a new shoe brand in his own name.
Williams announced this week that he is teaming with Adidas for his new line. It’s the latest move for the red-hot singer and music producer, winner of seven Grammy’s and an Oscar nominee for his hit theme song, “Happy”. He performed the song during the Academy Award ceremony in March.
He said Adidas has always been a personal favorite since his days growing up in Virginia Beach, Va.
“From the classic track suit, to growing up wearing Stan Smiths, Adidas has been a staple in my life,” Williams said.
Williams didn’t win the Oscar, but that’s the only thing he hasn’t won lately. He is April’s cover story for GQ, where he said his life has reached a new point beyond the superficial stuff that is truly making him, like the title of his latest hit song, happy.
“I didn’t know what happiness was,” Williams said. “My definition of happiness was based on what my peers quantified as happiness: boats — you know, material stuff. But then I realized I had a platform; I would meet kids, and meet girls and women who would always point out the inspirational stuff. They would always talk about those songs.”
Williams has been in fashion for a while now, as the cofounder of Billionaire Boys Club clothing line and Ice Creams cross trainers. He said the Adidas brand will be a big step forward.
“Their pieces are timeless,” he said. “This is an exciting partnership for both me and for Bionic Yarn.”
Bionic Yarn is and important environmental project for Williams. They convert ocean debris into reusable fabric. Pharrell’s Adidas sneakers will use Bionic Yarn as shoelaces, The Grio reported.
Andrew Scot Bolsinger won more than two dozen press awards during his journalism career. He is a freelance writer, author and operates www.criminalu.co, which is focused on prison reform. He can reached at [email protected]