Pharrell Williams and adidas Originals introduce a new NMD S1 silhouette, the NMD S1 MAHBS in an Oatmeal/Blue Corn colorway. It acts as an object used for exploration – or to ‘mahb’ with the intent of positivity and goodwill.
“MAHBS, especially the naming convention, are yet another opportunity to be the expression of a group of humans, a mob. But we want to take these expressions and appropriate them for good. Positive propaganda, if you will,” says Williams.
The design process for MAHBS was led by the idea of using natural materials through the lens of advanced manufacturing. Key details on this model utilize techniques such as screenprinting and a spray painted heel that create a bold visual contrast between the upper and sole.
The S1 sole encapsulates a Boost midsole for ultimate underfoot cushioning, while the rubber outsole with integrated trefoil design provides grip and traction ideal for movement. The upper knit bootie construction offers a snug fit around the foot, and the exterior canvas shroud material will relax over time for a more worn in look. Through Williams’ travels around the world, he’s taken hues from his surroundings and integrated them into MAHBS, which we see consistently across this model with the oatmeal color base of the upper. It also serves as a contrast to the colorblock heel, but further communicates the worker-wear value of the shoe as well.
The NMD S1 MAHBS campaign was brought to life by London based director, Duncan Loudon and produced by Jonny Lu Studios in London.
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