Sun 18 Oct 2009
Directed by Three21 Media’s Jake Mcafee
“I’m proud to say that this is the first of many productions I’ll be introducing under the banner of my new home, Three/21 Films. The concept for this Adidas Original spot was spawned from the understanding that Hip Hop will never die. From Hip Hop’s birth in the late seventies to now, the game, energy and freedom of expression remains the same. Kids always come up with new ways to express themselves. There’s a YouTube movement where kids video tape themselves dancing or better yet “Get’n Lite”. They then post those clips on YouTube and watch the number of view hits rise. In my opinion, Adidas Original and the dance expression by Hip Hop’s youth go hand and hand. This spot, I hope, reflects that.”
October 19th, 2009 at 12:44 am
First time I heard about “Get’n Lite” the youtube vids are cool. Why don’t positives dance movements hit my city. It’s always violence.
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October 19th, 2009 at 2:02 am
woww bout time, ive been saying that gettin lite is the biggest resurgence of a classic hip hop atmosphere since the 70s and 80s. its spawned a whole community of young producers, rappers, film makers, organizers, and of course dancers, all through new york city, and has represented the potential and creativity we have as youths when we see something fun and constructive that we can relate to. glad to see adidas has recognized it
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October 19th, 2009 at 3:44 pm
cotdamn those kids got owned by that brand. shoulda stamped it on their foreheads fer cryin out loud. Adolf (“Adi”) Dassler founder of addidas was a member of the nazi party god bless america
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