Wood U
- Client
- Adidas
- Project
- Iovine & Young Acadamy @ USC
- Category
- Video
What I did
Senior Producer, Client Lead
From Rolling Stone:
After revolutionizing music and tech, Jimmy Iovine and Dr. Dre are taking on America’s public school system, one step, and pair of shoes, at a time.
The two have teamed up with Adidas and the PENSOLE Design Academy to launch a new education program in South Los Angeles that blends fashion, technology, and entrepreneurship for what the group has dubbed “an entirely new way of learning.” The new curriculum is pioneered by the Iovine and Young Academy, the USC school founded by Iovine and Dre (real name Andre Young), and will be available throughout L.A. County.
As an initial step in their new partnership, Adidas and the Iovine and Young Academy hosted a series of workshops, called “Wood U,” for students to design their own apparel and footwear line. Students worked alongside rapper and Inglewood native D Smoke over the last few months and their pieces will be available in select Adidas LA stores on Feb. 7.
For more on the inspiration and collection, visit www.adidas.com
