“ATHLETICIZM” is an art exhibition conceived by Goldie and adidas that opened on November 28, 2011, which commemorates the best of British sport. Goldie’s aim was to bring street art together with the world of sport in a unique and captivating way. With his trademark of vibrant color and vitality, he brought out the energy and power of these great sporting candidates.

Twelve of Britain’s leading Olympic hopefuls were painted in order to celebrate London 2012. Athletes included are household names such as Olympic cycling gold medalist Victoria Pendleton, 2009 World Champion triple-jumper Phillips Idowu MBE, 2010 FINA diving World Champion Tom Daley, 2009 World Heptathlon Champion Jessica Ennis MBE, World Champion track cyclist Shanaze Reade, nine-time National Champion Goldie Sayers, Commonwealth bronze medalist weightlifter Zoe Smith, and high-jump hopeful Tom Parsons.

Goldie’s skillfully composed street-art style marks a departure from the traditional portrayal of national sporting stars; depicting the ‘rawness of their talent in a light which they are rarely seen’ as quoted by Goldie. He also stated that as a brand, adidas’s contribution to the world of sport has been second to none. When talking about his work, he mentioned “the wonderful thing about the great sportsmen and women that adidas are involved with is simply themselves – it’s them against their sport. What’s great is that I can put my spin on that and show all the dynamics of this idea in a range of paintings. These are twelve of the fantastic athletes who will be hugely inspirational to audiences in the UK and the world come the Olympics in London next year.” The gallery runs through November 3, 2011 at Underdog Gallery in London.


DELUX Magazine
Follow Us