Desiigner has dropped the official music video for his new single 'Outlet' featuring Paul Pogba and shot exclusively at Old Trafford. With a heavy adidas presence including two of their key ambassadors, it's more proof of how adidas' work in alternative circles is pulling the worlds of football and music together, while lighting the hype fire and feeling the heat.
Manchester United fan Desiigner has already collaborated with Pogba to promote the adidas 2017/18 away kit and it appears the two respective pros stuck around at Old Trafford to shoot the rappers new single. Outlet, which dropped in February, is shot at various locations at the Theatre of Dreams including the changing rooms, pitch and concourses, capturing that raw, pre-game motivation head space perfectly.
We've already discussed the influence that adidas and Pogba/Stormzy have had on the music industry (See 'The Life of Pogba and Why Hip-Hop is loving it') and now Desiigner is bringing the noise for the brand in a natural style. Of course, Desiigner ripped up the launch of the adidas Nemeziz and now it emerges that the United away kit video was part of a wider project for the rappers new film, where he's joined by Pogba wearing the 2017/18 shirt.
The Outlet video is the latest reward for adidas' strategy of targeting leading influencers in both music and football, including Pogba, Desiigner and Stormzy, that all have a direct line to those millennials that marketers are so keen to reach. In short, adidas Football are building the world's most popular sport into the most stylish, and have naturally and cleverly ensured they're always where the cool is, on and off pitch.
Desiigner and Pogba launched the Manchester United 2017/18 adidas away shirt at Old Trafford last month.
