Published
Apr 19, 2023
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Adidas launches new Originals campaign with interactive Mumbai event

Published
Apr 19, 2023

Sportswear brand Adidas Originals launched its new campaign ‘Club Originals’ at an interactive event in Mumbai. The brand’s campaign runs in collaboration with a group of artists and musicians and is designed to link the brand to India’s young creatives.

Creatives at the recent Adidas Originals event in Mumbai - Adidas Originals


“Adidas Originals has always played an authentic role in culture and by launching Club Originals, we want to spotlight the brand’s role in shaping streetwear and sneaker culture by making our iconic footwear franchises relevant to the new generation of style-conscious Gen-Z,” said Adidas’ senior director Sunil Gupta in a press release. “Through the campaign, we also aim to identify, spotlight and inspire some of the incredible new creators across India, whilst inviting the originals of tomorrow to become a part of the adidas brand.”
 
To launch the campaign, Adidas Originals turned Mumbai’s Slink & Bardot bar into a 90s themed house party. Over 300 creatives attended the brand party and artist Chaitanya Dixit ran a t-shirt customisation booth to enable guests to upcycle their clothing. 

The event featured immersive experiences including arcade games and branded elements inspired by 80s and 90s hip hop culture. Music was provided by DJ Anushka and DJ Mocity and the event was designed to give a taste of the brand’s upcoming integrated campaign across social, digital, retail, and e-commerce. 
 

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