Rimowa's brand campaign "Never Still" launched in 2018. . It features various celebrities sharing their stories with the keyword "Purposeful Travel. The campaign attracted a lot of attention because it featured a star-studded cast, including Kim Jones, Dior's men's artistic director, and basketball legend LeBron James.
What we are featuring here is THE NEW NORMAL, a unique Japanese project linked to "Never Still". It focuses on athletes and artists with rare talents challenging themselves to achieve their goals under the never-ending circumstances of the new Corona. Each month, one person is featured in a close-up, with photos and videos to convey a message for a new era. The content will be posted on the "Rimowa" website.
The first edition of this memorable event features Shigekix , a 19-year-old breakdancer. For those of you who don't know him, he has been a total winner of competitions around the world since he was a kid, and last year he was crowned champion at the "Red Bull BC One World Final 2020.
Breakdancing, originally a sport called breakdancing, has been selected as an additional event for the 2024 Paris Olympics, and is spreading from the independent scene to the masses.
In this project, we interviewed Shigekix about what he felt and what he is doing with his dance at the Corona Disaster, interweaving footage of his boyhood and world competitions with scenes from his practice sessions. The following is a 20-second digest version.
What is the New Normal for him , and perhaps the answer lies in his attitude of constantly challenging himself.
The program is filled with hints on how we can live in these difficult times, including the past and present of the performers, their habits for success, and their outlook for the future.To view the full version of the video, please visit the official Rimowa website.
