~ adidas Originals celebrated the brand’s legacy by paying homage to 3 of its iconic sneaker franchises- the Samba, the Gazelle, and Handball Spezial~
Mumbai, 2024: For the India leg of the ‘1000 Back’ campaign, Adidas Originals hosted a one-of-a-kind ‘Block Party’ experience in Mumbai, celebrating the people, communities, and style identities associated with three iconic sneaker franchises: the Gazelle, the Samba, and the Handball Spezial. Originally designed for various sports, from training to soccer and handball, these classics have continued to make an impact across different places, cultures, and movements, continually reinvented and restyled by a global community of creative and progressive voices.
This unique event, held on 20th April 2024 at the Alleyway at Todi Mills and AntiSocial in Lower Parel, Mumbai witnessed over 300 attendees, showcasing the brand’s deep-rooted connect with the communities that it serves. As a co-host of the experience, Alaviaa Jafferi also brought together a vibrant mix of fashionistas, and next-gen creatives, thus celebrating the brand’s legacy with a new generation of trendsetters and style seekers.
Featuring immersive indoor & outdoor experiences, branded elements, and collaborations including a t-shirt and tote customization booth curated by Optikal, aesthetics utilizing street elements like a gas station-themed console, bus stop-themed photo op area, and more, the venue truly captured the vibe of an authentic block party experience. Music curated by popular homegrown artists OG Shez, Kampai & NASH set the beats rolling while the unique Fly Poster wall showcase provided a dynamic photo moment that engaged all the ‘cool kids on the block’.
The block party experience was truly a celebration of individuality, creativity, and the diverse communities that shape sneaker and street culture, strengthening Adidas Originals as a leading lifestyle and streetwear brand.
Following the launch of its new global platform and creative direction in 2023, the latest iteration of the “1000 Back” campaign continues to explore the Adidas Originals’ cultural legacy by paying homage to the communities that have embraced the three iconic silhouettes from football culture: the Samba, the Gazelle and the Handball Spezial.
