CONCEPT DEVELOPMENT | CONTENT DIRECTION
& PRODUCTION | DESIGN

ADIDAS ORIGINALS x FOCALISTIC: foca Forum 200

With each new chapter, Focalistic continues to make history, adding another milestone to a legacy already reshaping African music on a global scale, while placing his hometown firmly on the cultural map. That journey took its most tangible form yet with Foca Forum 2000, a sneaker channelling the unmistakable energy of President Ya Straata, and marking Focalistic as the first African musician to collaborate with adidas Originals.

At its core, the campaign was rooted in Pitori to the World: a celebration of Pretoria and Ga-Rankuwa through the people, places, textures and sounds that shaped the artist. Alongside this, the distinctive world of President Ya Straata came through in a heightened presidential aesthetic, expressed through grand visuals across every touchpoint. 

adidas Originals remained present throughout, while Focalistic’s EP provided the soundtrack, connecting product, music and experience across the campaign. More than a sneaker release, Foca Forum 2000 brought these elements together to honour adidas’ longstanding relationship with Foca, using his homecoming story as a source of inspiration for the next wave of Originals in South Africa.

The campaign launched with a cinematic teaser that introduced the scale of the collaboration through the world of President Ya Straata. Looking over Pretoria from a bird's-eye view, Focalistic reflects on the city that shaped him before appearing as a larger-than-life figure moving through its most recognisable landmarks. 


Stills and key visuals grounded the campaign in the people and places at the heart of Focalistic’s world. Alongside a series of portraits, community-led visuals brought together his crew and 18 Area, creating a collective portrait of the culture, people, and creative energy behind Pitori to the World.

MARBELLA, SPAIN

As a continuation of the lead campaign visuals, we spent some time with Orlando Pirates during their pre-season training camp in Marbella, Spain. We took the opportunity to create a film which gave Orlando Pirates’ fans a glimpse into their favourite players experiencing Spanish Andalucian culture - whilst we teased the collaboration between Tyler ICU and the club as they embarked on a journey of creating a track specifically for the Orlando Pirates fanbase, aptly titled ‘Same Time 10x’.

adidas Football Orlando Pirates 2025 blue training kit stills, capturing the players in a re-imagined gym setting
adidas Football Orlando Pirates 2025 pink training kit stills, capturing the players in a re-imagined gym setting

TRAINING

The concept for our Training kit film and stills was to capture the players in a re-imagined gym setting. We utilised highly stylised propping and a premium approach to creating a relaxed gym environment where the players could present themselves in a light-hearted spirit.

Our visual language and treatment for the film took inspiration from a Wes Anderson-esque approach to framing the players centred in the frame, but then also capturing their movements in a voyeuristic style with the camera slowly moving through the frame from left to right.

The Orlando Pirates Third Jersey channels the Orlando Towers through bold brushstroke skull-and-crossbones artwork, blending pride, resilience and township vibrancy.
Inspired by the Orlando Towers, the Third Jersey features expressive brushstrokes forming the iconic skull and crossbones on a blue-dawn base with soft orchid tones.
The Third Jersey celebrates evolution and township energy with Orlando Towers–inspired brushstrokes, a striking skull-and-crossbones motif, and a vibrant blue-and-orchid palette.
Bold brushstrokes, Orlando Towers inspiration and a blue-orchid palette define the Orlando Pirates Third Jersey—a symbol of pride, resilience and expressive township culture.
Modelled by Orlando Pirates players, the Third Jersey brings township energy to life with expressive brushstrokes forming the club’s iconic skull and crossbones.
Orlando Pirates players unveil the new Third Jersey, featuring Orlando Towers–inspired brushstrokes and a bold skull-and-crossbones design in vibrant blue-and-orchid tones.
The Pirates squad showcases the Third Jersey—its Orlando Towers brushstroke design and blue-orchid palette symbolising pride, resilience and creative expression.
Orlando Pirates players front the Third Jersey reveal, a tribute to the Orlando Towers with striking brushstrokes and a vivid blue base accented by soft orchid hues.
Unveiled by Orlando Pirates players, the Third Jersey blends heritage and bold artistry through its Orlando Towers–inspired skull-and-crossbones brushstroke design.

THIRD

Back home, the unveiling of the Third Jersey continued this narrative of evolution and expression. Drawing inspiration from the iconic Orlando Towers, the design featured expressive brushstroke patterns that formed the skull and crossbones, a powerful symbol of pride, resilience and defiance. The blue dawn base, highlighted with soft orchid tones, echoed the vibrancy of township life.