A playground of nostalgia, the adidas Originals underground station echoed London streetculture with music performances and regional graffiti, while retailing limited edition exclusive drops. Upon entering the Sole DXB grounds, festival goers were greeted with a raw and urban two floor London tube-inspired space that was tagged with Arabic and English graffiti art.
The entrance featured an Originals newsagent stand, which served as an authentic front for nostalgic Arabic snacks, customisation and instant updates on what was happening at the adidas space throughout the weekend. Copies of an exclusive adidas daily paper drop, containing streetstyle images taken during the festival were on display for everyone to grab for straight-up fashion inspo.
Reflective of the original underground design, wall signage guided the crowd around the ground floor where collections were displayed in different zones, telling the story behind each of the drops. The interior was juxtaposed with a clean minimal feel that linked back to the high-end product drops displayed at the space. Live music performances by both international and local UAE artists took place around the space as well as inside the tube.
Continuously hyping the music scene at Sole DXB with the best headline acts, adidas Originals presented’The Godfather of Grime’, Wiley, who stunned the crowd with his performances including an intimate set at the adidas Originals space before hitting the main Sole DXB stage. The energy was high throughout the weekend, with the adidas Originals space hosting fresh Hip-Hop and Rap music performances from local UAE talents such as Ajman based rapper Thefamousguyyy, Kaz Money and Swerte from The Recipe who have become pioneers to Dubai’s Hip-Hop scene and Arabic Trap artist Freek who is know for his hit track “Wala Kilma”.
In collaboration with Dubai Design District (d3), the d3 Marketplace featured a new format that housed 12 breakout brands from the region and further afield. The d3 Marketplace is an independent area focused on giving talented, emerging brands a platform to tap into a global audience. Representing a roster of womenswear, menswear and accessories, the concept is committed to championing independent brands that incorporate new generation practices, including upcycling, innovative streetwear materials, or community-based initiatives. The specially curated d3 Marketplace hosted South African brands including Leaf Apparel which can be found at Archive stores, as well as young creative, Selfi, from the adidas Originals family. adidas Originals brought the hottest performances, latest product drops and OG London street culture to the playgrounds of Sole DXB 2019.
About adidas Originals:
Inspired by the rich sporting heritage of adidas – one of the world’s leading sports brands and a global designer and developer of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.
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