In the worlds of basketball and rap, tradition is sacred.
Both artists and players are expected to respect history, and be humble towards it. In the 90s, adidas released the audacious Crazy shoe for Kobe Bryant, an unapologetic player who rejected the traditional wisdom of attending college by going straight from high school to the NBA.
Twenty years later, in 2017 adidas relaunched Crazy. The “Crazy Isn’t Humble” campaign embraced a community that displays the same creative arrogance: a new generation of artists who are operating against every tradition, reinventing the rap genre on their own terms.