Adidas activates Club Originals campaign with retro event at Saatchi Gallery

Adidas has launched Club Originals – a new campaign celebrating creativity across the worlds of music, art, style and movement – with an activation in the UK’s capital city.

The campaign, which launches across 16 countries, includes a new film spotlighting the latest trailblazing talent across Europe from Ashnikko to Jyoty. It’s the biggest Adidas Originals campaign since the Superstar’s 50th anniversary in 2020.

To celebrate the launch, Adidas is showcasing Club Originals via a series of parties, pop-ups and activations across Europe. The UK activation will take place in London on the 20 April at Chelsea’s Saatchi Gallery, in collaboration with GUAP magazine. The event will be celebration of creativity across the spectrum of art, dance, music and fashion, come to life.

Guests will be welcomed to the decked out space, which will include a future-retroism aesthetic and be complete with Adidas fashion displays. In addition, there will be interactive experiences including nail art, tooth gem pop-ups and upcycling workshops.  Tickets are available to win by entering a raffle on the Adiclub app.

The sportswear retailer is also launching the campaign in the digital space by teaming up with viral live music creators COLORSxSTUDIOS to launch a new content series on the adidas Originals YouTube.

Adidas Originals has always played an authentic role in culture, from Run DMC’s signature styling of the Superstar to the influence of the Gazelle on 90s indie icon Noel Gallagher. Now, the new Club Originals campaign represents Adidas’ ambition to continue fostering next generation talent through events that encourage creativity and collaboration.

Chris Mitchell, VP BU Adidas Originals Europe, commented: "At adidas we are passionate about celebrating the next generation of creators and Club Originals will provide a platform for young creatives to be inspired and get involved.

"We’re excited to bring together a collective of talent to inspire a new generation to think outside of the box and immerse themselves in the exciting activations taking place over the campaign duration. adidas Originals has played an authentic role in culture for over 50 years, and now we want to look ahead to the future of the brand, and to our future creative collaborators."