~ A tribute to its most iconic footwear, the experiential in-store events fused live elements with AR for a truly immersive experience~
July 2022: adidas Originals, the pioneering sportswear brand for the streets has been at the forefront of propelling culture, always providing new platforms to celebrate creative and progressive voices alike. The brand hosted the “Originals Collective” to engage with its growing creative community at two successive in-store events at the flagship stores in New Delhi & Mumbai on 14th July’22 and 15th July’22 respectively. Ushering in a new era of innovation & creativity, the experiential events featured one-of-a-kind mixed reality set-ups, with multiple tangible and non-tangible interventions that provided a truly immersive experience for the attendees.
The event was kick-started by interactive workshops that delved into and demystified the world of digital art. While Digital Illustrator Yash Pradhan conducted the workshop at the adidas Originals, Linking Rd Store in Mumbai, Designer Param Sahib led the talk at the adidas Originals, Promenade Store in New Delhi. Both the artists shared interesting insights and anecdotes around their exploration of digital art, the emergence of AR & VR, NFTs, etc. They then proceeded to highlight a special AR showcase featuring 3 classics – Stan Smith, Superstar, and Forum. Unique QR codes led the attendees to special filters that enabled them to experience themed digital artworks around the sneakers. The events also featured a digital photo-booth where attendees got clicked against dynamic filters.
The evening then culminated into an in-store mixer with homegrown music DJs – Sickflip and Skip, who had curated a “Classic Tributes Set” of hip-hop tracks, while adding their own unique spin to it. As a final interactive element, a t-shirt customization engagement was organized at both the stores. Based on the digital artworks created by the artists, attendees were able to select their favourite designs and have them printed on t-shirts via heat press printing. A true representation of digital art meets real world application, these t-shirts served as ideal memorabilia and takeaways for everyone.
The experiential events witnessed an attendance of 100+ creators, store regulars, and key members from adidas’ membership community – adiClub, across New Delhi & Mumbai. The attendees shared their excitement on the innovative concepts and documented their experience on social media as they interacted and engaged with an amalgamation of visual art, augmented reality elements and live experiences in-store, while celebrating the legacy of classic adidas Originals sneakers.
