adidas Originals took Club Originals — parties and pop-ups — across 16 countries

Launch the latest adidas Originals fashion line to Gen Z across TV, cinema, out-of-home, paid social and brand partnerships, anchored by real-world events spanning 16 countries.

Make the product launch a club: a 16-country program of parties and pop-ups where next-gen artists champion the creative process inside the brand world.

The UK launch landed April 20, 2023 at London's Saatchi Gallery with Guap Magazine: a future-retro space of one-of-a-kind branded fashion displays, content-creation moments, nail art, tooth gem pop-ups, upcycling workshops and breakdance cyphers, plus live performances and DJ sets. Talent included Shnikko, Jyoty, Bakar, Nina Chuba, Ronisia, Habibitch, Rin, Jakman, Natalia Lacunza and Tananai.

The program rolled out across 16 countries with targeted activations sustaining Gen Z engagement through the campaign duration. The material reports no attendance or sales figures.

In April 2023 adidas Originals launched Club Originals, 'a celebration of young international talent' — a program of parties, pop-ups and partnerships spanning 16 countries, built with youth culture publication Guap Magazine to promote the latest Originals apparel line.

The UK launch opened April 20 at London's Saatchi Gallery as a future-retro immersion: one-of-a-kind branded fashion displays, content-creation moments and interactive elements including nail art, tooth gem pop-ups, upcycling workshops and breakdance cyphers, turning to live performances and DJ sets later in the evening. The lineup mixed emerging UK, US and European talent — American rapper Shnikko, London DJ Jyoty, British indie rocker Bakar, German singer-actress Nina Chuba, plus Ronisia, non-binary dancer Habibitch, Rin, Jakman, Natalia Lacunza and Tananai.

Chris Mitchell, VP of BU adidas Originals Europe, framed the ambition: bringing together a collective of talent to inspire a new generation to think outside the box. Beyond the events, targeted activations kept Gen Z engaged across TV, cinema, out-of-home, paid social and brand partnerships through the campaign duration — the trefoil label's playbook since Run DMC, now pointed at the next generation.

The program outsources credibility: each city's lineup borrows the local scene's own rising artists rather than importing headliners.

Participatory stations (upcycling, nail art, cyphers) generate the content-creation moments Gen Z feeds back into social, extending the launch organically.

A youth-media partner (Guap) rather than a traditional agency signal keeps the program inside the culture it is selling into.

For lifestyle lines, the launch venue is the ad: a club-shaped program puts the product where the culture it borrows from is actually made — on stage, at the nail bar, in the cypher.

The material records the April 2023 launch and the 16-country rollout. No later performance data appears in the source.