Adidas Originals Studio: Amplifying India’s Creative Pulse Through Music & Culture
Adidas Originals isn’t just selling sneakers; it’s cultivating a movement. The brand’s new “Originals Studio” initiative in India is a testament to this,actively fostering a thriving community where music,fashion,and creativity converge. This isn’t simply sponsorship – it’s a deep dive into the heart of India’s burgeoning artistic landscape.
A Platform for Rising Talent
Originals Studio is designed to empower the next generation of Indian creatives. It’s providing a platform for artists to connect, collaborate, and push boundaries. You’ll find a diverse range of talent being championed,from established names to emerging voices.
Notably, the initiative has partnered with celebrated Indian rapper Yung Raja, who expressed his excitement about being part of a movement propelling music culture forward. he believes Adidas Originals is doing more than just providing a stage; they’re building a community.
Expanding the Creative Network
The impact of Originals Studio is already being felt across major Indian cities. Spanning New Delhi, Mumbai, and Bengaluru, the program has engaged over 500 creatives and brand enthusiasts. This includes electronic music artists like Tech Panda, comprised of Rupinder Nanda and Kedar Santwani, broadening the initiative’s sonic reach.
Moreover, Adidas Originals collaborated with Gently Altered for the “Superstar sessions.” This unique experience featured a vibrant B2B set with Kampai Music and Pavni, transforming a double-decker bus into a mobile dance floor overlooking the Mumbai skyline.
A Legacy of supporting Music
Adidas Originals has a long and storied history of supporting music culture. From the early days of hip-hop with legends like the Beastie Boys and Run D.M.C. to the Britpop era with Oasis, the brand has consistently championed autonomous artists.
Today, that commitment continues with India’s dynamic Desi Hip-Hop scene. Whether it’s iconic courtside sneakers or performance-driven running shoes, Adidas Originals remains dedicated to fostering a strong connection between style, sound, and artistic expression.
Building a Community, Shaping a Future
According to Bhawna Sikka, adidas’ Senior Director, Brand, music has always been central to the Originals identity. She emphasizes that Originals Studio in India is about more than just brand building. It’s about nurturing talent and creating a community that embodies the true spirit of the brand.
Ultimately, Adidas Originals Studio is a powerful example of how brands can authentically engage with and support the creative communities they serve. It’s a space where innovation thrives,and the future of Indian music and culture is being shaped,one beat,one design,one collaboration at a time.