19 Apr 2024 ///

Focalistic Unveils ‘Pressure’ – A Groundbreaking Anthem in Collaboration with adidas

Performance is an artform – one that forges the very best of human ingenuity. In a celebration of the brilliance, determination and discipline that make up South Africa’s cast of cultural changemakers, distinguished by artists and athletes alike, amaPiano star Focalistic has teamed up with adidas to portray the pressure of reaching the zenith of success. As part of adidas Originals’ continued campaign highlighting the role that brands cultural heritage has played in harmonising cultural waves locally, especially through the communities that have embraced classics like the Samba, Gazelle, and Handball Spezial silhouettes. 

Titled ‘Pressure’, the track is “inspired by the attitude to dismantle pressure, Foca has crafted a unique anthem blending elements of football heritage with the vibrant flair of amapiano music—a genre that resonates deeply with audiences worldwide. This collaboration marks a significant milestone, merging both cultural and sporting icons to create a distinctly South African music video to celebrate sport and the culture born from it.”

The music video brilliantly charts the synergy between athletes and artists, as they come together to reflect their experience of conquering pressure. Highlighting South African men’s football team captain Ronwen Williams, football legend Lucas Radebe, two-time rugby World Cup champion Damian Willemse, Olympians Akani Simbini and Boipelo Awuah, along with world-renowned fashion designer Rich Mnisi, musician Shekhinah, and numerous others, to name a few; this collaboration is reflective of adidas’ brand story of alleviating pressure for all who part of the brand family. 

As Foca describes on the vision for ‘Pressure’ , growing up in the dusty streets of Garankuwa, Pretoria all I did was play soccer and score goals, I was Messi, I showed no mercy. Fast forward to today and I am not the best football player but I have used the same disciplines I learned from the game to score more hits and build a record label whose name was inspired by soccer “18 Area”. I am also blessed that my love for music has granted me the opportunity to work with brands such adidas, so when the opportunity to fuse sports and fashion through music came about, we created “Becha” , a celebration of sports and culture. I hope this song will inspire and bring hope to those who are under pressure.” 

Rooted in their brand code, Adidas understands that their role in nurturing the cultural continuation of South Africa involves encouraging athletes and partners to tap into the joy that initially fueled their talents –  so that they can continue to express themselves freely, while reaching new levels of notoriety and achievement.

Creative Director – Ashley Benn
Senior Strategist – Eden Toohey-Ogle
Concept Lead – Dune Tilley
Director – Monde Gumede
Producer – Chris Coetsee
Production Assistant – Lesiba Maleta
1st Assistant Director – De Villiers Fourie
DOP – Fabian Vettiger
Art Director – Sandile Mhlongo
Props Master – Papi Konopi
Props Assistant – Sizwe Mhlongo
Wardrobe Stylist – Amy Zama
Stylist Assistant – Nadia Omar
Stylist Assistant – Lesedi Mpotsang
Make-Up – Lungile Ngema
Make-Up Assistant – Nthabi Tshabalala
Hair Stylist – Mimi Duma
Written by: Holly Beaton
For more news, visit the Connect Everything Collective homepage www.ceconline.co.za

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