Celebrating Black Consciousness Month, adidas Brasil have worked with entertainment hub, Laboratório Fantasma, to produce shirts for Cruzeiro, Internacional and Atlético Mineiro which celebrate the connections of African and Brazilian populations through culture and design.
November is Black Consciousness Month, and to celebrate, adidas has produced special kits for Cruzeiro, Internacional and Atlético Mineiro, with the latter already having debuted the kit in their 3-1 win over Fortaleza. The collective designs pay homage to the braid, one of the most recognised symbols of resistance in black culture.
With creative direction from Laboratório Fantasma – an Afro-entrepreneurial organisation that was born on the outskirts of São Paulo with the purpose of transforming the reality of society, using art, culture and music as instruments to combat inequalities, violence and all types of discrimination – the campaign features the participation of rapper, singer and songwriter Rael.
With the message “Braid, Brazil and Africa”, the Black Excellence campaign is inspired by different types of braids throughout history, representing these symbols in the shirt design. Predominantly cream coloured, the shirts have designs that symbolise braids, mixing yellow elements on the sleeves and lower front with the more traditional colours of each club, so blue for Cruzeiro, red for SC Internacional, and black for Atletico Mineiro. In the central part of the shirt, the yellow “Da Raiz à Luta” patch completes the design.
"This collaboration with adidas and the clubs aims to highlight how African traditions are present in our society and that they should be a source of pride, respect and appreciation. As a football lover, it is a dream to be able to make this collab possible with adidas, which will bring pride, awareness and affection to so many fans and to Brazilian society. Brands play a fundamental role in this dialogue and it is a pleasure to be part of this achievement,” said Evandro Fióti, CEO of Laboratório Fantasma.
The Black Consciousness Month shirts are available now at adidas.com.br
