Donald Glover is hawking shoes in the most Gambino possible way. The comedian-rapper-actor-writer-multi-hyphenate released a nearly seven-minute short film starring Mo’Nique to promote his new shoe line with Adidas.
The shoes are a re-imagination of classic Adidas styles including the Nizza, the Continental 80, and the Lacombe, but the shoes themselves get lost in the bizarre and absurdist filmmaking style of Glover. In the video, Mo’Nique chides and gives Glover advice against the backdrop of Hollywood glamour. The video has a classic Hollywood feel reminiscent of All About Eve or Sunset Boulevard, but the conversations the two comedians engage in are something completely unique.
Donald Glover partners with Adidas, Mo’Nique on digital shorts
The short film is made to sell shoes, but the shoes themselves get lost in it. That may be partially by design. Glover released in a statement, “Rich is a concept. With this project, I wanted to encourage people to think about how their stories can be told on their feet. Value isn’t quantified by what you wear, rather the experiences from them. And you make the decision on what works for you, you live through your own lens. The partnership for me is about being able to exemplify what doing your own thing truly looks and feels like.”
Many rappers have their own shoe deals including Kayne, Lil Wayne, Jay-Z, and more, but Glover is one of the few—if not the only—comedian to have one.
Childish Gambino gives away Adidas at Coachella
During Coachella, Childish Gambino airdropped photos of the then-unannounced shoes to attendees. Those who accepted the photo received a pair of shoes, which was a happy surprise for attendees who dropped hundreds of dollars to attend the festival.
childish gambino airdropped a picture at coachella of his adidas collab and everyone who accepted got a pair of his unreleased shoes… pic.twitter.com/JLKsmNb4LM
— jay ➐ (@THEGOODSlDE) April 12, 2019
Now that Coachella is over, the shoes will become available for purchase on April 26 through Adidas’s website. The shoes cost between $80-$100.
You can watch all of the shorts below.