Middle East

adidas - Originals Launch Party

Adidas

Launch party

The party to launch the ‘Originals’ concept store in Dubai was a first for the city. A unique venue was built in an outdoor car park. With exposed scaffolding and inner-city ‘scrap’, the venue would promote the urban cool credentials of the Adidas brand – far away from the traditional chic of Dubai.

The live entertainment featured break-dancers, skateboarders and graffiti artists, all wearing the new range of Adidas clothing. There was also a guest appearance from the current world champion break-dancer, who joined the group from South Africa for an impromptu workout.

Here was just one of the responses from the media:

‘adidas Originals: the best press party I’ve been to!’ (Viva Magazine)