Adidas Originals joins forces with Taxi Fabric to reimagine 90's culture in Mumbai
Adidas Originals has collaborated with Taxi Fabric and artist/writer Maria Qamar to unveil its women-focused sneaker 'Falcon'.
Sonam Kapoor, Mari Qamar and youth influencers unveils Adidas Originals latest product / Adidas
As part of the experiential marketing campaign 'Creators Collective', Maria Qamar reimagined the 90’s with quirky, artistic illustrations and symbols of 90’s pop culture, to mark the launch of the shoe as Taxi Fabric turned taxi seat covers into canvases.
The taxi drove around Mumbai with influencers to enhance consumer engagement and the concept was announced at the Linking Road store in Mumbai.
Sean Van Wyk, senior marketing director, Adidas India, said: “Creativity has always been key for Adidas Originals. Be it our portfolio of products or brand cadettes, creativity and innovation is what drives our key brand ideology. For Adidas, experience is the best way to build direct relationships with consumers.
"Our association with Taxi Fabric and Maria Qamar is yet another strategic collaboration to amplify the brand’s support towards the creative space in India, and enhance our experiential marketing strategies to create unique product experiences that bolsters wider campaigns rather than exist as siloed events. We are glad that this collaboration has brought together an established artist like Maria Qamar to reimagine the bold and fearless 90’s culture and create design work inspired by the Falcon to accentuate the brand campaign”.
Madhuvanthi Senthil Kumar, design director, Taxi Fabric said: “Adidas Originals has been a forerunner in seeping into cultures by using design and art as a powerful tool for building and strengthening communities across the world. We are extremely thrilled to present 'The Original Influencers' by one of the most established artists today, Maria Qamar of Hatecopy fame.”