7 October 2022

OCTOBER 7, 2022 – In the spirit of paying homage to the past while celebrating the creation of new paths, adidas has specifically handpicked J.M3, Sheikh Haikel, Hairi Eyes, Azrael and Prav for a collaboration to write the official adidas Originals NMD V3 cypher track as part of their launch campaign in Singapore. The global launch of the NMD_V3 campaign is currently fronted by K-pop girl group, Blackpink and Brazilian popstar, Anitta.

Tiffany Cheah, Brand Communications Manager of adidas Singapore shares, “NMD stands for ‘nomad’, and adidas’s iconic NMD V3 silhouette represents a culture of fierce creativity, and living life unencumbered by age-old standards and conventions, and to explore one’s highest creative form. adidas Originals has a rich heritage in music and hip-hop. Through the adidas NMD V3 Cypher, Singapore edition, we wanted to celebrate our legacy in music and hip-hop, as well as the local scene’s culture to inspire the generations of the future to create new paths.”

The cypher sees all 4 rappers each taking on their own 16-bars, with a UK-drill inspired beat produced by Prav.

Says J.M3 of her bilingual (she raps her verse in both Mandarin and English) creative approach for cypher, “As a creative it’s always a never-ending quest of exploration to be better, do better, to find that unbeaten path. The spirit of the NMD truly resonates for me because growing up here, it was important for me to draw on that spirit of creation and a rebellious mindset to do what I do.”

Other than the studio recording version of the track, J.M3 also appeared on the live performance video on adidas Singapore’s YouTube channel.

Campaign key visuals are also shared on both the brand’s and J.M3’s Instagram accounts.


A post shared by J.M3 刘宣怡 (@jm3usic)



A post shared by J.M3 刘宣怡 (@jm3usic)


The campaign was also rounded up with a launch party on October 6, 2022 at Honcho, where all featured artists come together and performed the track live. In attendance were fellow Warner Music Singapore artists, Soph T. and Yokez, as well as other local artists such as Shye, Sezairi, Iman Fandi and more.

Read more about the campaign at:
Vice: How Local Hip-Hop Transformed South East Asia’s Streetwear Scene
Marketing Interactive: adidas SEA gets Gen Z bobbing to rap beat in music collabs for new shoe
Hear65: Sheikh Haikel, J.M3, Hairi Eyes, Azrael, and PRAV team up for adidas Originals NMD_V3 Cypher