• adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London
  • adidas Originals: MADE ORIGINALS London

adidas Originals: MADE ORIGINALS London

Role: Conceptual Experience Director, Creative Director, and Content Director
Agency: The Marketing Store

As part of adidas Originals' European MADE ORIGINALS campaign, I led the creative direction for an immersive London consumer activation that illustrated the brand’s philosophy of “remixing the past to create the future.” This multi-day event in the Ambika P3 venue, deep within West London, celebrated adidas Originals’ connection to London’s subculture—past, present, and future—blending physical experience with digital innovation to showcase the best of the brand.

To authentically resonate with Gen Z, our team collaborated with key London communities in music, art, gaming, tech, skateboarding, and sneaker culture, showcasing what “made original” means today. This dynamic event included:

  • Immersive Brand Storytelling: Exclusive product drops, custom workshops, skate demos, interactive gaming, digital competitions, and never-before-seen archival exhibitions.
  • Digital-Physical Integration: Consumers could explore a digital version of the Made Originals world, create personalised 3D avatars, and enter an exclusive Fortnite world, created for this campaign and available alongside London’s Black Girl Gamers collective.

The activation, rich in London’s cultural aesthetic, was structured around three unique zones:

  • The Park: Brought London’s outdoor energy indoors, celebrating adidas Originals across skateboarding, football, tennis, and music.
  • The Core: A digital-first immersion into adidas Originals, spotlighting iconic products that resonate with global and London-specific culture.
  • The Tunnel: Showcased adidas’ rarest and most sought-after items, including archival and unreleased pieces.

The adidas CONFIRMED app served as the digital ‘host,’ providing hyper-localised push notifications, exclusive raffles, and seamless ticketing and event updates.

Event Highlights

Day 1 climaxed with a live performance from London rapper slowthai, supported by DJ collective GirlsDon’tSync. Day 2 featured South London rapper Che Lingo with a remote cameo from Queen’s Roger Taylor, adding a memorable collaboration.

Impact & Results

The activation drove 58 million global impressions, 10,000 app engagements, and welcomed 1,450 attendees. This flagship campaign for AW 2022 called audiences to “Define New Originality” through a multi-platform universe built for the next 50 years—crafted from adidas Originals’ legacy and reimagined for the future.

Spatial design and render samples