CONTENT DIRECTION & PRODUCTION | ACTIVATION

adidas Sandton Halo Store Launch

Originality is not a monologue but a rhythm. It begins with one, then becomes a thousand, until the world has no choice but to listen. ‘The Original’ explores the idea of ‘the one who inspires thousands’ through the lens of our local music scene, placing the Superstar and Firebird franchises in the spaces where music and streetwear naturally collide.

Launched in July 2021, adidas’ flagship Sandton Halo store is an immersive digitally driven space for consumers to experience the brand’s top tier offering.

To kick off the launch communication we created a film featuring some of adidas’ key partners to tell the story of this new frontier of retail.

Display of soccer shoes on a brightly lit wall with colorful sponsor branding, surrounded by clothing and sports merchandise, in a retail store.
Clothing store display with Adidas shoes, clothing, and a wall of greenery with a globe logo. An overhead digital screen shows an underwater scene with fish and a whale.
People wearing masks look at posters on a table at a merchandise signing event.
A female DJ wearing a black face mask, large red headphones, and a white t-shirt posing with a peace sign while standing behind a DJ controller. She is decorated with layered necklaces and bracelets, with a blue butterfly-shaped artwork on the wall behind her.

Partnering with Joburg creators and friends and family of the brand to activate that MKLRAB space through a series of customisation sessions and in-store DJ sessions