Stormzy is fronting a new campaign for adidas and JD Sports.

South London’s very own is bringing his unique approach to street style and adidas’ pioneering EQT silhouette, and said of the campaign: "I’m proper proud to front the new adidas and JD Sports campaign. I grew up wearing adidas and copping new clothes from JD Sports so they both hold a lot of meaning for me."

Known for his charisma, dexterous flow and inclusive approach towards his fans, Stormzy’s lyricism emulates the EQT’s message of stripped back essentialism at its finest.

Part of adidas’ iconic Equipment line, the EQT sneaker represents an anti-glamour and no-nonsense approach, an attitude that is an intrinsic part of Stormzy’s DNA.

"I’m all about being original, authentic, and I feel that EQT stands for just that." said Stormzy.A street culture king, Stormzy is the perfect champion of the sneaker’s street-ready look and a perfect fit for adidas and JD Sports; two brands at the forefront of street culture.

The adidas EQT Fall/Winter 2017 collection is available now at JDSports.co.uk, with more styles launching in September.