FORWARD is proud to announce the launch of a unique collaboration between Swiss Luxury fashion brand BALLY and Grammy-nominated and world-renowned Roc Nation artist, J. Cole – a contemporary celebration of Bally's long-standing affinity with hip hop culture and its iconic aesthetic. Autumn/Winter 2015 will see the unveiling of an exclusive, limited edition collection of new designs aimed at supporting Bally's position in the increasingly competitive luxury category, in particular the USA.
To support the launch of the collaboration, J.Cole traveled to Jamaica and filmed a video with BALLY. Directed by renowned duo BBGun, the short film, named OFF THE GRID, explores what happens to J. Cole, when he abandons his cell phone and computers and goes off the grid. The piece captures his journey through Jamaica, and the existential connections he makes with his surroundings. The audience is privy to an intimate and introspective journey, as Cole gets in touch with a foreign world, with the powerful nature and with himself.
Orchestrated by FORWARD, the J. Cole and BALLY collaboration is the latest project of a strong relationship between the Swiss luxury fashion brand and the agency specialized in content anchored in the Entertainment and the Art worlds. Over the past 18 months, FORWARD dug into BALLY's history to unearth a new positioning for the brand, with the objective of placing BALLY back on the map as one of the leading luxury brands in the world. Upon this statement, FORWARD carried out the Function & Modernity initiative, a brand platform celebrating BALLY's heritage and broadening the brand commitment to Arts, Design and music through a series of global creative initiatives.
Go off the grid with J. Cole as he escapes the connected world in seek of musical inspiration. Take in the breath-taking landscapes of Jamaica and experience the true notion of the 'Urban Explorer'.