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The Drum

Adidas Originals: Homegrown spirit by Superimpose Global

Date: Dec 2018
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A medium for the London's youth community, grime artist Stormzy is collaborating with Adidas Originals to celebrate the big smoke's creative community.

To harness talent for an immersive live performance, the campaign presented four curated lectures in community centres, before youths were tasked with reinterpreting one of Stormzy's songs.

The campaign was created by Adidas Original's long-standing agency Superimpose Global, and it shines a spotlight on London's homegrown spirit and creative culture.

The creative campaign is part of a wider partnership with Adidas Originals which kicked off earlier this month, after the launch of Stormzy's range of apparel sportswear; Adidas Originals SPRT.

With community at the core, the campaign sees Stormzy spotlight real moments, from the people to the places that influenced and inspired him.

Ahead of a live performance showcase held last week, the grime artist curated four lectures to community colleges across London's four boroughs.

Each lecture focused on themes of community, education, integrity and independence. The comedy entertainer Mo Gilligan was in tow for the talks.

Each of the community youth groups is filled to the brim with creative talent, and Stormzy connected with the UK's only BAME orchestra, a youth choir, an amateur dramatics and a youth dance group.


Agency: Superimpose Global

Client: Adidas Originals

Talent: Stormzy