adidas Originals South Africa has proudly brought iconic local artists DJ Lag and Shekhinah together, as part of a collaboration to launch Nite Jogger – a reflective sneaker silhouette designed for the night time creator.
Shekhinah said: “I like creating at night with the landscape of city lights – there is something so beautiful and serene about a late-night studio session. I am more productive during the day but the night time is where all my ideas come from.”
Partnering for the first time, Gqom King DJ Lag and songstress Shekhinah have come together to create a stellar single titled ‘Anywhere We Go’. Dominating dancefloors across the world with his unique approach to Gqom, DJ Lag has pioneered this young genre from his hometown of Clermont, KwaZulu Natal, and garnered the attention of enthusiasts the world over. The single sees DJ Lag temper his signature sound to marry perfectly with the wistful vocals written and performed by fellow Durban local and multi award-winning vocalist, Shekhinah, who skyrocketed to success and became Spotify South Africa’s highest streaming artist in the past year, with an armful of SAMAs to boot.
The ‘Anywhere We Go’ single is brought to life by a dynamic music video directed by one of South Africa’s most acclaimed directors, Kyle Lewis. Kyle describes the video as a sci-fi exploration into the inner emotional turmoil of a young man, all told through the form of dance. In a minimalist sci-fi setting, a dancer wearing the Nite Jogger is showcased in unrestricted movement, taking the viewer on a journey that explores the notion of self-expression which peaks when the sun goes down.
When asked about the process of working on the Nite Jogger collaboration, DJ Lag had the following to say; “It was easy for me to work with Shekhinah because we are both supported by adidas. My relationship with the brand started over 2 years ago, and they’ve been a strong supporter of my music, my travels and my performances. This project pushed everyone involved creatively, and I’m excited to see how everyone receives it.”.
