Adidas Originals, the iconic sportswear brand rooted in street culture, has deepened its bond with music in India through the launch of Originals Studio. The experiential platform celebrates the Superstar sneaker while spotlighting emerging voices at the crossroads of music, style, and self-expression.
The Superstar silhouette, immortalized by Run DMC in the 1980s, has long been tied to global music culture. In 2025, adidas Originals shifted from honoring its past to creating new stories, with global icons like Samuel L. Jackson, Missy Elliott, and Jennie carrying forward its legacy of timelessness.
In India, Originals Studio has already united more than 200 artists, creatives, and brand enthusiasts across Mumbai, New Delhi, and Bangalore. Performances featured Singaporean rapper Yung Raja alongside Indian talent including Tsumyoki, Aayna, DJ Loonz, Beatcrush, and OG Shez—cementing adidas Originals’ role in championing fresh music culture.
“What adidas Originals is doing with Originals Studio is truly inspiring, it’s not just about giving artists a stage, it’s about creating a community where creativity thrives,” said Yung Raja.
To further engage communities, adidas Originals collaborated with Skillbox for an exclusive club night in Delhi and partnered with Gently Altered for Superstar Sessions—a moving double-decker bus event in Mumbai showcasing live B2B sets that brought music, sneakers, and street culture together.
“From the early days of hip-hop to today’s evolving soundscapes, music has always been central to adidas Originals. With Originals Studio in India, we’re building culture, nurturing talent, and shaping a community that reflects the true spirit of the brand,” said Bhawna Sikka, Chief Marketing Officer, adidas.
With Originals Studio, adidas Originals continues to strengthen its commitment to music and culture in India, ensuring fresh talent remains at the forefront of the country’s evolving creative landscape.
