In celebration of becoming the local face of adidas and the launch of their new NMD_V3, Aussie singer-songwriter Ruel delighted fans with an intimate performance near Sydney’s Central station, with the top-secret event’s location only being revealed the day prior through the star’s socials…

Over the years, adidas has partnered with many up-and-coming artists who embody what it means to live and breathe the iconic brand, and when it comes to young talent on the Australian music scene, you’d be hard-pressed to find an artist who possesses that “it factor” like the soulful Sydney-based singer.

Not only did the 19-year-old become the youngest solo artist to win an ARIA award in 2018 at just 16, but he was also once dubbed “the most amazing voice that I’ve ever heard from a male singer at 14 years of age” by music legend Sir Elton John.

Looking effortlessly cool as he rocked the NMD_V3 in cloud white, Ruel set the stage alight with his powerful vocals as he performed for the adoring audience, who diligently sang along with the star throughout the entire set. 

The adidas NMD franchise is one of the brands largest and was an industry first using cutting-edge technology throughout the sneaker. Since its launch in 2015, adidas has collaborated on bold iterations of the silhouette with famous faces like Pharrell Williams.

Speaking of his recent partnership with adidas, Ruel told The Brag, “I always love seeing huge brands supporting local artists, especially over the last few years it’s been hard for Aussie artists to get work and to do what we love. 

“I feel so lucky to be in a position where I can do things like this with brands like adidas.”

He added, “I’ve always been a sneakerhead, I’ve been waiting for the perfect opportunity over the past few years to work with a brand I felt aligned with and adidas just felt right!”

But despite his pairing with one of the world’s most iconic brands, his slew of accolades and praise from music legends, Ruel continues remains humble.

“I just wanna write good songs that people relate to. I’m not really thinking of an underlying message while I’m writing, I just wanna speak from the heart and make things that make me feel the most, in any type of emotion.”

The global campaign for NMD_V3 launch features the talents of multi-hyphenate Brazilian performer Anitta, Argentinian DJ and producer Bizarrap, and French footballer Karim Benzema with Ruel leading the campaign in Australia. Adidas teamed up with these artists to champion those globally who are ‘creating new paths’ and culture in their home cities across the globe. 

Arriving in an array of progressive colourways, the NMD_V3 launched on Monday, October 10th and is available via adidas.com.au/NMD and adidas stores.