If the first Larry June and Adidas Adistar Control 5 drop back during Super Bowl weekend back wasn’t enough, the “Watermelon Smoothie” splash this week was the perfect end to summer. But if you live in Cali, you know that September is the month when the tourists stay away and the locals can enjoy the nice weather with a fresh smoothie or some oolong tea. Larry June’s new album sees him elevate the sound at a time when I didn’t even know it was possible. I love Larry’s work with The Alchemist but I also like seeing what he does with Cardo, Harry Fraud and others. Tracks like this one stay on repeat…
This isn’t even Larry’s first shoe deal as he collaborated with Lakai for a minute and they had a lot of nice releases too. But Adidas needed a little injection of cool and Larry gave them exactly that with the partnership. Larry has done such a great job of protecting his brand over the years which is hard nowadays knowing mis-step opportunities are all over the place. But Larry just keeps putting in work and the music helps push the brands and the brands keep selling the music. Add in some BMX’s, some smoothies, and some raps about stackin chips just lands well in my world. How many rappers are talking about taking jobs and sipping on an Oolong Tea? I’ll wait…. And let’s please not forget that Jhene Aiko is on his arm right now… numbers.
It seems like it dropped 2 years ago but let’s also not skip over the fact that Larry, Curren$y, and The Alchemist dropped their album, Spiral Staircases this year. Larry June and Spitta together by itself is a vibe but plug in ALC on the beats and he’s always given Larry and Curren$y tip top beats for their projects. You can’t play 5 seconds of this song before knowing it’s a classic… Real talk…
So really all Adidas has to do is give Larry and his team creative control and I don’t think you lose. That is what Larry June and his personal branding have earned after years of exemplifying what it means to build your personal brand before anything else. Now with the wave that Larry has, sponsorship deals are his for the choosing as long as he gets to keep it organic. The Adidas campaign on this new Watermelon Smoothie release just seems normal… Just seems cool… Cmon… the shoe is called the “Watermelon Smoothie” and the one of the ads has Larry with a smoothie nearby… that’s perfection… shoe looks tight too… you can’t front.
The roll out was done right and the content Larry did making a Watermelon Smoothie was cool… just like Larry… Just like the new Adidas shoe… Looking at Adidas site I see the shoes are sold out so props to all involved on this project… yall came, yall saw, yall conquered… More buzz builds now for the next time he drops a collab with Adidas… Or maybe he’ll just start dropping his own shoes with thefreeminded? Why not right? He has leverage and enough of a fanbase to control a wave… That’s power right there… Good look coppin on the secondhand market… I’ll be lookin…