Turns out Kid Cudi was the mastermind behind a series of cryptic posters at Rolling Loud.
Our suspicions have been confirmed. After witnessing a series of cryptic wheat pastings inside the Rolling Loud grounds (Miami Gardens’ Hard Rock Stadium), festivalgoers have come to learn what they represent. Apparently, the symbol depicted on many of the posters - of a feminine half-head encrusted with a burning moon insignia, is at the center of a brand package associated with Kid Cudi's new Adidas partnership.
As of May 12, 2019, Adidas has stamped the product as official. Both sides have collaborated in a "freelance capacity" in the past, culminating in the release of the TRESC run sneaker. The "feminine half head," as it's been described, will be present on everything they put out together, giving the Kid Cudi line its very own imprint, like a Jordan symbol.
Image via Adidas
To mark this wondrous occasion, Adidas set up a special URL where would-be consumers/fans can ascribe to a newsletter informing them of any updates along the way. Kid Cudi and Adidas hope to encourage "mental wellness through music, art, and design," with every season or product reveal that leaves their desks. Part of their promise to Kid Cudi, aside from an undisclosed salary, figures to be the launch of footwear, and plenty of gear to match. You can sign up for updates here.