CONCEPT DEVELOPMENT | CONTENT DIRECTION & PRODUCTION | ACTIVATION | DESIGN

adidas x Thebe Magugu Launch

A black background with white line art, featuring the Adidas logo on the left, and a line drawing of a woman and a dog on the right.

A celebration of adidas X Thebe Magugu FW22 collaboration through a premium launch experience and product showcase.

EDITORIAL

South African designer Thebe Magugu for the adidas x Thebe Magugu Originals launch. Thebe is dressed in white with sunglasses sits in front of a purple van decorated with orange flowers and the words 'FINDING BEAUTY'.
A person wearing sunglasses and a purple and pink outfit sitting in front of a purple van with white text that reads 'FINDING BEA' and a drawing of two dancers, with greenery and trees in the background.
A woman in a purple dress standing in front of a purple van with the words 'Finding Beauty' on it, surrounded by tropical flowers and art supplies on a white cloth on the ground.
Wanda LePhoto for the adidas x Thebe Magugu Originals launch event.
Two women dressed in purple outfits are posing in front of a purple van with the words 'FINDING BEAUTY' on it. The van is decorated with tropical plants and paint splatters. They are surrounded by white fabric on the ground, with art supplies and a p

We partnered with adidas and Thebe Magugu to deliver an unforgettable launch event at The View Boutique Hotel in Johannesburg. Guests were welcomed with a bespoke arrival experience, including immersive campaign branding, styled lounge areas, and live music performances that set the tone for the celebration.

The collection was showcased through a curated garden exhibition, designed as an art-inspired journey that highlighted Thebe’s storytelling and campaign themes. Guests were invited to explore unique installations, custom displays, and branded touchpoints that brought the range to life.

LAUNCH

A large white decorative urn filled with red flowers and surrounded by dried grasses, placed on a pedestal made of bricks in an outdoor setting.
Dining table set outdoors with plates, silverware, glasses, a menu, and decorative tropical flowers and fruits.
Outdoor display of vintage Adidas clothing, including a red dress, a white cropped sweatshirt with red and blue logo and red pants, and a red pajamas set with white pattern, arranged on white panels with a flower arrangement in a white urn in the center, on a grassy area with trees and a communication tower in the background.
Long outdoor dining table with white tablecloth and chairs set up in a garden, decorated with flowers, fruits, and tableware, with mirrors and greenery in the background.

The experience culminated in a beautifully styled luncheon, where décor, food, and music were carefully crafted to reflect the campaign’s celebration of sisterhood, duality, and African heritage. The atmosphere balanced sophistication with cultural authenticity, creating a space for adidas, Thebe, and guests to connect and celebrate the partnership.

This campaign launch blended fashion, culture, and storytelling into a seamless brand experience — leaving a lasting impression on attendees and amplifying the adidas x Thebe Magugu Originals collaboration.

South African designer Thebe Magugu and friends for the adidas x Thebe Magugu Originals launch event
Group shot at the adidas x Thebe Magugu Originals launch event. Group of people wearing matching purple robes, posing outdoors, some making peace signs, with a sign that reads 'Finding Beauty, Class of Fall/Winter 2022'.
Group of women dressed in matching purple athletic clothing and sneakers, dancing outdoors on a grassy field with trees and spectators in the background.
Two women dressed in matching pink Adidas outfits and pink berets, laughing and smiling while looking at each other outside. One woman is standing in front of a mirror, creating a reflection of both women.
Group shot from the adidas x Thebe Magugu Originals launch event. Three people wearing matching purple dresses and holding drinks at an outdoor event, smiling and standing close together.
A woman wearing a pink dress, black glasses, a black headscarf, a silver necklace, and a black handbag with circular handles outdoors.
South African DJ Lelowhatsgood DJ'ing at the adidas x Thebe Magugu Originals launch event.
South Afrcian fashion stylist and creative Amy Zama for the adidas x Thebe Magugu Originals launch event.

OOH BILLBOARD EXECUTION

Nelson Mandela Square

Billboard featuring four images of models and athletes wearing Adidas x Thebe Magugu collection, with the text "ADIDAS X THEBE MAGUGU" at the bottom and Adidas and Thebe Magugu logos.

The OOH execution features lead campaign imagery brought to life with cutouts of Thebe Magugu’s family in and around innercity, Johannesburg.

FINDING BEAUTY

Seeding Execution

Handpainted strelitzia totebag and detachable keyring gifted to adidas partners with release of adidas x Thebe Magugu drop two.

Person wearing a black short-sleeve shirt and brown pants carrying a white tote bag with a colorful bird of paradise flower illustration.
Two white tags attached to metal rings, with red and white color accents, featuring the Adidas logo and a text description about the Adidas x Thebe Magugu collection.
adidas seeding print illustration of a bird of paradise flower with orange, purple, and cream-coloured petals and a long, green stem.
Campaign logo for adidas x Thebe Magugu Originals launch. Purple background with white adidas logo and an illustration of a person sitting on a chair reading a book.
Purple advertisement poster for Adidas x Thebe Magugu collaboration, featuring the Adidas logo, a stylized illustration of a woman and man holding a child, and text about the collection inspired by African heritage, inclusivity, and kinship.
Campaign imagery for adidas x Thebe Magugu Originals launch. Purple background with white adidas logo and an illustration of a person sitting on a chair reading a book.
Group of young athletes in colorful sportswear forming a huddle outdoors with a clear blue sky.
White outdoor jacket with black and orange details, set against a desert landscape with blue sky. Logos of Adidas and a lion are at the top, with a quote from Thebe Magugu about beauty in everyday life.
Two young boys with athletic build and short red hair, standing outdoors on a sports field, wearing matching colorful Adidas sports jackets, shorts, long socks, and gloves, looking serious.
A purple background with white text describing Thebe Magugu's clothing designs inspired by his family history and cultural heritage, with Adidas and another logo at the top.
A woman wearing a purple athletic dress with a graphic design of a person's silhouette and abstract shapes, a white visor, and wristbands, standing outdoors against a gray wall with a white line, with her arms raised and hands behind her head.
Campaign stills from the adidas x Thebe Magugu Originals launch. Women in purple athletic outfits and white caps pose on a tennis court, with one sitting on a high chair and the other standing, holding a tennis racket. Tennis balls are on the ground.
Informational poster describing Thebe Magugu's use of the Sisterhood Emblem in his collection, which supports empowering women and promoting African femininity through fashion and educational initiatives.
Back of a woman wearing earrings, with a colorful headscarf and a white jacket, facing away in a room with gold trophies and wooden accents.
Amy Zama wearing a colorful headscarf and white shirt sits in front of a shelf with trophies and decorative items. Campaign stills from the adidas x Thebe Magugu Originals launch collection.
A woman wearing a black Adidas hoodie with red stripes and a black hijab featuring Adidas logos, standing against a light blue background. The image includes overlaid text with a poetic message about finding beauty in everyday moments.
Person in black outdoor gear standing among large green tropical plants in a shallow water feature, with blue sky and clouds overhead, Adidas and other logos visible in the sky.
Campaign stills from the adidas x Thebe Magugu Originals launch collection.
Campaign stills from the adidas x Thebe Magugu Originals launch collection.
Campaign stills from the adidas x Thebe Magugu Originals launch collection. A woman running outdoors against a purple wall with colorful abstract mural, wearing athletic clothing including a cream jacket, matching shorts, striped socks, and sneakers.
Campaign stills from the adidas x Thebe Magugu Originals launch collection.
Campaign visuals for for adidas x Thebe Magugu Originals.