Skate label Palace has a strong reputation for producing good content, perhaps most notably in the short film arena. From the fake Lev Tanju who presented 2014’s early adidas hook up (here), through to Jonah Hill’s starring role in the Reebok collab video this summer: the brand knows what entertains.
The latest offering from the London label, to promote the new EQT trainer (again in collaboration with the German sports brand), marries an assortment of references, from BBC One’s Planet Earth to 90’s ad’s for perfume and coffee.
Featuring long time team player Blondey McCoy – catch him elsewhere in the new video from The xx, directed by Palace collaborator Alasdair McLellan – the short sees McCoy running alongside the ocean, through woodland and across a desert as a European voiceover asks, ‘How is zis velour so luxurious?’. Quite.
The Palace EQT lands simultaneously online and in the Soho flagship on 16th December, because, as the video asserts, ‘life is such a mission’.