Sheβs just received five 2019 Grammy nominations (tying Cardi B) for Best New Artist; Best R&B Performance; Best R&B Song; Best R&B Album; and Album of the Year. Now, the singer/songwriter/instrumentalist known as H.E.R. is putting an Asterisk on her stratospheric success with Adidas and sneakerhead mecca Foot Locker, joining Kid Cudi, WNBA star Candace Parker, and more as part of their new Asterisk Collective of ambassadors. Together, βtheyβll support communities, provide access and opportunities, and shine a light on those who stand out for the right reasons,β said a statement from the legendary sneaker brand.
Speaking with The Glow Up prior to the Grammy announcements on Friday morning, H.E.R. broke down how sneakers have contributed to her enigmatic stage persona, and why this new, non-musical collaboration is one of her favorites yet.
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βThe creative outreach [of Asterisk], the whole thing is getting people who are creative to be a part of this movementβand this movement, itβs kind of special. And I love Adidas, so it was only right,β she told us.
Those familiar with H.E.R. know sneakers are as much a part of her mysterious image as the ubiquitous shades obscuring her eyes. But while it may be a factor in her mystique, her love of kicks was cultivated long before her fame.
βIβve honestly loved sneakers since I was little; like really, really little,β she laughed. βIβve always been considered a tomboyβa very girly tomboyβbut yeah, Iβve been a sneakerhead for a really long time. I go through phases with my favorites, [and] always have a closet full of everything, but Adidas is definitely No. 1 for me.β
And what about the incognito stage persona the artist formerly known as Gabi Wilson has adoptedβa move that has forced her growing audience to focus on her incredible music, first and foremost?
βAs far as glasses and sneakers, I donβt know, it kind of just happened. Like, I love shades and the whole anonymous thing; I wanted to stay kind of mysterious on the stage, as well as be fashionable. It just kind of happened, [and now] people come to my shows, and they wear shades and they try to dress like me... every show...β
With the Asterisk Collective, which is a combined effort between Foot Locker and Adidas, H.E.R. is hoping to help inspire more creatives like herself to find their own unique identity and vehicle for expressing it.
βBesides music, fashion is a big way of expression, and for me to be in the position to help other people to express themselves through clothesβthrough whatever art that they doβis just one way to do it,β she said. βAnd with Adidas, itβs a beautiful way to do it. Itβs about feeling good on the inside and looking good on the outside. For me, shoes and glasses is one way I express myself; thatβs what makes me feel good. Whatever I wear or however I perform, itβs a way of expression.β
So, could we ever expect to see a sneaker collab between H.E.R. and her favorite sneaker brand?
βOh, absolutely,β she laughed. βItβs already in the works!β
Also in the works? A new albumβthat is, when she finally stops touring and gets back into the studio. And of course, weβre now wondering if we can expect to see her in sneakers at the Grammys, as well. But H.E.R. also has philanthropy on the brain with the nonprofit sheβs starting with the help of Adidas. Her βBring the Noiseβ foundation will provide access to high-quality music programs, top-tier artists, and mentorship in underserved communities and schools.
βJust as much as Iβm working onstage, Iβm working offstage,β she assured us, putting an asterisk on that.
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