Adidas has launched its first seven-day digital festival, Creators Club Week, which starts today.
The festival will feature the brand’s largest release ever of a range of exclusive and limited-edition shoes, with over 70 new designs launching over the course of the event.
The event will provide Adidas’ loyalty Creators Club members access to exclusive designs, experiences and opportunities, as well as appearances from globally renowned musicians, sports leaders and designers, such as Paul Pogba, Karlie Kloss, Pusha-T, and Paolina Russo.
Adidas senior vice president of digital, Scott Zalaznik said: “Creators Club Week is the biggest ever celebration of our global member community and an opportunity to bring people together through our curated program of digital experiences.”
“Holding our first ever members week, and involving partners we’ve worked with so closely to headline it, is the most fitting way to introduce our latest innovations, freshest designs and sustainable products to the world.”
To kick-off the week, supermodel and Adidas partner Karlie Kloss alongside James Carne will launch the next chapter of the UltraBoost DNA Loop, the running shoes created from 100% recyclable TPU and using zero glue.
Members will also have the opportunity to earn the shoes and then help shape the future of the “Made to be Remade” project with a unique app experience.
In addition, Pusha T will discuss the impact of 90s street culture on the music and fashion industry as well as the Ozweego franchise, whilst new re-imagined designs being released for members and gaming superstar Tyler ‘Ninja’ Blevins will be unveiling a new set of product collaboration.
There will also be a range of exclusive limited editions and brand-new interpretations released such as the Adidas Ultra4D, the combination of two iconic franchises in one innovative design.
Furthermore, the Adidas Superstar Tattoo will showcase a new take on the Superstar, inspired by the underground tattoo studios of Tokyo, and the Adidas NMD, the best-selling NMD R1 V2 is given an autumn/winter 2020 colourway.
Additions will be revealed as part of the Adidas Parley range including the 4D Parley shoe, created from recycled ocean plastics, as well as new drops of the ZX 2K Boost, ZX 2K Flux and Ozweego silhouettes.
Throughout the week of events there will be a range of over 30 surprise raffles offering Creators Club members the chance to win unique creations, including a piece of art from designer Paolina Russo and signed Adidas Predator boots from World Cup winner Paul Pogba.