adidas and Pharrell Launch Humanrace Sičhona Sneaker
The campaign celebrates the Indigenous people of the Dakota land and will fund a special energy project.
adidas and Pharrell Williams have teamed up again to create the Humanrace Sičhona, the latest silhouette addition to their footwear lineup. The sneaker features an anatomical design directly inspired by the human foot.
The idea is to evoke the feeling of the shoeless, direct connection to the earth we walk on, with a simple, fluid design that channels the sensation of “moving without boundaries.” The royal blue piece is meant to work as an extension of the wearer’s body, featuring adidas’ Futurenatural technology and removing “excessive,” restricting elements.
The Futurenatural seamlessly combines the sneaker’s Primeknit upper with its anatomically molded TPU midsole. A computer-generated outsole features a Humanrace typographic pattern, and the project’s logo is knitted into the lateral upper in coral, with co-branded tongue-tabs and sock-liners in clear aqua completing the look.
“I chased the experience I remember feeling as a kid when I walked barefoot on grass, sand and rocks,” Pharrell said in a press release. “Feeling the texture, the temperature, the moisture… that primal sense of freedom was a north star objective with this project.”
Humanrace is the multi-hyphenate artist’s newly launched platform that aims to celebrate diversity through highlighting under-represented communities and their stories. Taking inspiration from Pharrell’s long-standing friendship with members of the Dakota tribe, the new release invites the public to learn more about the Dakota land and its people.
The sneaker’s name, Sičhona, comes from the Indigenous phrase for “connecting to the earth,” also explained as the Dakota way of saying “barefoot.” The silhouette is presented with the special “I am Dakota, We are Dakota” campaign, which was shot by Indigenous photographer Brian Adams and creatively directed by Indigenous visual storyteller and educator, Josué Rivas.
The campaign stars members of Dakota and Native Indigenous People – skateboarder and horse and rodeo bull rider Maize Two Bears, Pow Wow dancer Jonna Brady, Jingle Dress dancer ToRiee Brady, activist Zaniyan Iron Eyes, traditional singers Lance Bradley and George Bradley, artist Kylie Driver, basketball player Joe Jahner, and Trae Little Sky alongside his daughter Mia Grass Dancer and his son Tokala Little Sky.
As part of the campaign, adidas and Pharrell are also helping to fund a 10kW solar array training and demonstration project for the youth of Standing Rock, a project that will serve to produce enough clean energy to power a community center and as an educational platform.
The launch will take place in the middle of the first Members Week on Confirmed. Between August 23 and 29, Confirmed members will have access to exclusive experiences, rewards, and products, including the new Humanrace Sičhona. From now until 5 p.m. CEST/ 11 a.m. ET on August 23, users can enter the Golden Ticket raffle in the app for a chance to secure their pair of the Humanrace Sičhona sneaker beforehand, guaranteed, directly through Confirmed. Visit adidas.com to learn more.