Since launching, adidas SPEZIAL has carved out its own solid aesthetic by combining elements of the brand’s past with a future-facing vision. The focus is on stripping things back, celebrating the way individuals style their own product, letting their background, culture and personality shine through. Which is where their new campaign comes in: SS17 explores the parallels between British casual and Jamaican reggae culture.

Though worlds apart, the campaign celebrates how these two subcultures are linked through a passion for music, football and fashion, and stars Jamaican reggae artist Chronixx (AKA Jamar McNaughton). Chronixx features in the colourful campaign imagery as well as a five-minute short film shot between Kingston and Lancashire.

The collection is made up of military-inspired jackets, tracksuits, knitted polos and (of course) the iconic three-stripe trainers, cast in vibrant primary colours and super smooth pastels. Decked out in the range, Chronixx hangs out under the sun of the Jamaican capital, taking us on a tour of his home and sharing his positive life philosophy. Set to a summery dub from his own forthcoming album, the film and its message – all about freedom and creativity – is an apt one for our times. Dive in below.

The adidas SPEZIAL SS17 full collection is available from 24th March online and at select retailers globally from March 2017.