The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

April 5, 2023 | 3 min read

Adidas and youth culture publication Guap Magazine have tapped up-and-coming musicians to celebrate creative innovation and promote its new apparel line in a series of events and activations across the globe.

Sportswear brand Adidas is reaching out to a new generation of creators with Club Originals, a celebration of young international talent.

A program of parties, pop-ups and partnerships spanning 16 countries will draw top talents – including American rapper Shnikko, London-based DJ Jyoty, British indie rocker Bakar and German singer and actress Nina Chuba – to champion the creative process in fields as diverse as art, dance, music and fashion.

Launching the UK market in London on April 20 at the Saatchi Gallery, Adidas has partnered with youth media platform Guap Magazine to present its latest Adidas Originals fashion line. Event attendees will be immersed in a future-retro vibe featuring one-of-a-kind branded fashion displays, content creation moments and interactive elements.

Turning up the volume later in the evening with live performances and DJ sets guests will party around interactive experiences including nail art, tooth gem pop-ups, upcycling workshops and breakdance cyphers.

Hip-hop artist Ronisia, non-binary artist and dancer Habibitch and German talent Nina Chuba will be in attendance alongside other emerging artists including Rin, Jakman, Natalia Lacunza and Tananai.

Targeted activations will ensure Gen Z audiences are engaged throughout across TV, cinema, out-of-home, paid social and brand partnerships.

Chris Mitchell, vice-president of BU Adidas Originals Europe, said: “We’re excited to bring together a collective of talent to inspire a new generation to think outside of the box and immerse themselves in the exciting activations taking place over the campaign duration.”

The campaign spotlights the latest installation of Adidas Originals, the sportswear company's lifestyle brand that was founded in 2001. The label, distinguished by the old-school trefoil logo, has attracted endorsement throughout the generations – from Run DMC to Noel Gallagher.

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