THE SOUND OF SUPERSRTAR(S): turn the SUPERSTAR into a gen z icon with an unforgettable Paris music experience.
The event aimed to reimagine the adidas Superstar for a new generation by connecting music, fashion, and culture in an immersive experience at the adidas Arena. Its primary goal was to strengthen adidas Originals’ position as a cultural icon among Gen Z through a large-scale live music event amplified digitally. By blending community engagement, creative collaborations, and cutting-edge digital storytelling, the activation sought to drive brand love, social buzz, and membership growth via adiClub. The experience merged physical and digital worlds, using music and influencer participation to spark conversation, generate massive online reach, and reaffirm adidas Originals as a leader in lifestyle and creativity.
The creative concept reimagined the adidas Superstar as a symbol of cross-generational creativity. The idea: unite diverse music genres and cultures under one sound – The Sound of Superstar(s). The adidas arena was transformed into a giant shoebox installation crowned with XXL visuals from the Superstar campaign, blending physical architecture with brand storytelling. Immersive visuals, fashion integration, and multi-genre performances created a 360° brand experience. Each artist expressed the Superstar through customized looks and performances, demonstrating the shoe’s versatility and its enduring role in pop, sport, and street culture.
