“From immersive exhibitions in London, to house parties in Berlin, Adidas’ community will be welcomed into the new world of Club Originals”, it announced at launch. 

The UK activation will centre on London on 20 April at the Saatchi Gallery. Celebrating creativity across art, dance, music and fashion, the event has been created in partnership with youth-led media platform Guap Magazine. 

Guests will be welcomed by “a future-retroism aesthetic”, complete with special design elements “showcasing adidas fashion displays, content capture moments and interactive display elements”. 

The night will feature a mix of live performances and curated DJ sets from campaign star Jyoty, plus more to be revealed, said Adidas.

In addition, there will be interactive experiences complete with nail art, tooth gem pop-ups, upcycling workshops and break dance cyphers. Tickets are available to win by entering a raffle on the adiclub app. 

Of course, Club Originals is also launching in the digital space, teaming up with viral live music creators ColorsxStudios with a new content series via Adidas Originals YouTube, again showcasing the latest creative talent across music, fashion and art.

Starring in the Club Originals campaign is a line-up of “standout talent known for breaking boundaries within their own industries”. This includes London-based American singer, performing at Coachella this summer Ashnikko, Indie Rock artist Bakar, and Rinse FM host and DJ Jyoty.

Joining them are singer and rapper Ronisia, non-binary artist and dancer Habibitch and German singer Nina Chuba, rapper Rin, artist Jakman and musicians Natalia Lacunza and Tananai. 

It’s the biggest Originals campaign since the Superstar shoe’s 50th birthday in 2020, and the launch of Club Originals also features media spend across global markets, with targeted activation across multiple Gen Z touchpoints including TV, cinema, OOH, paid social and brand partnerships.