In March adidas Originals used the power of urban photographers and imagery to capture the spirit of urban exploration as #genNMD. The next wave of young creators adidas believes embody these creative spirits are musicians and producers. Artists who actively traverse urban environments, from gigs to recordings, constantly moving forward. Their cities are their inspiration, the catalyst for raw creation and the home and muse to the next wave of #genNMD.

adidas Originals collaborated with three progressive artists, Nomuzi, DJ Lag and Sebastian Zanassi, on a film series telling their stories and exploring how the sonics of their city inspire their sound. 

DJ Lag’s story is one of hard work, perseverance, and an overall drive to be better and greater. This ultimately is the adidas Originals ethos.

DJ LAG

They call you the GQOM King. Tell us about the genre and how you’ve made it your own.

GQOM is the dance floor music sound that makes you dance without planning. It’s a mixture of hip-hop and traditional drumming with the influence of Durban style electronic music.

NMD embodies the spirit of urban exploration and you’re about to embark on a world tour. How do you feel about taking the sonic of your city to a global stage?

First of all, I can’t wait. The feeling is unexplainable. The level of happiness to show the world the real style of my city. I really hope that they appreciate it the way we do in my city.

How does the sound of your city inspire your music?

I come from a city of style and culture and these two elements motivate me greatly to implement GQOM wave.

Your craft has you constantly moving, traversing urban environments. If you had to choose one aspect of Durban that gives you life, what would it be?

Our movement of dancing, ibang, is a part of our style and it goes hand in hand with GQOM wave.

adidas Originals are also inviting YOU to be a part of the NMD sonic experience taking place at the Alex Theatre on Thursday 15 September, an event set to bring the sounds of the city to life and featuring our #genNMD artists Nomuzi, DJ Lag and Sebastian Zanasi.

Details on how to enter:

Explore what was, Discover what could be

Share the sounds of your city as you explore your urban environment to win a full NMD experience.

Shoot a video showing your NMD’s and your urban environment

Make sure to capture the sounds of your city

Post to Instagram and tag @adidasza #NMD #genNMD

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