Global: Adidas showcases street culture at Dubai festival

Adidas: past, present and future collide
Adidas: past, present and future collide

Adidas is showcasing its Originals brand with an activation that celebrates the past, present and future of street style.

An Adidas installation is being displayed at Sole DXB,a two-day festival taking place in Dubai and a platform for footwear, fashion, culture, art and design. The installation - 'the future house dxb', has been designed as an ode to the resilience of street culture and intersects the past, present and future with Originals as the apogee of style tribe leaders. Agency Lightblue worked with Adidas on the activation, which is taking place today (18 November) and tomorrow. 

The 'house' is a towering, multi-material, geometric structure, reflecting the stark contrasts upon which the stage is set between Dubai’s iconic skyline and the surrounding industrial design district. Consumers can take a tour of the cultural and creative history of the Adidas Originals brand while shedding a non-invasive light on its newest retail products, particularly the highly sought after NMD, which is being sold exclusively throughout the region for the duration of the event. 

Nic Galeway, VP of global design at Adidas Originals said: "Periods in history converge, re-appropriating our collective memory [which] provides us with the inspiration to create our future and shift to a new visual commentary."

David Balfour, partner at Lightblue said: "Consumers travel through time, a journey that is reflected in the build of the structure. The departure point, the past, is an immersive visual and listening retro-scape: a collection of paraphernalia, arts and culture from the ‘70s through the ‘90s. The second phase borrows architectural signatures from the 21st century that complement the brand evolution from Gazelles, Stan Smith and finally the Superstar. It all comes together in the final stage, the future, where sharp angular metallic materials and futuristic LED lighting design accent three of the future’s streetwear." 

The journey culminates with an upper-deck platform offering views across the city. 

Earlier this month, Adidas launched a women-only work out experience in Singapore called #CreateYourCourt. In the summer, the brand celebrated women with an activation at its London Oxford Street store.

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