adidas returns to Sole DXB
12 November 2018 – Dubai: Sneakerheads, it’s time …. The brand with the three stripes returns to Sole DXB 2018, the leading lifestyle annual event for footwear, fashion, culture, art and design.
With an extensive four-floor experiential space, including limited edition retail drops, Smash Cage, Creator Studio, Panna Cage and Entertainment Hub, adidas brings its game all the way back to the region’s biggest annual cultural weekend – with activations across the brand’s heritage of Originals, performance, football and music.
Leading up to his Friday night appearance on the Sole DXB mainstage, adidas Originals will be hosting Giggs; British rapper and founder of record label and rap collective SN1. Giggs will also be appearing at the adidas Originals new Dubai Mall store on the evening of 6 December and at the adidas stand at Sole DXB on 7 December. Check out the man behind albums such as Landlord and mixtape Wamp 2 Dem, both hitting Top 2 in the UK album charts.
Throughout the Sole DXB weekend of 6-8 December, 2018 – consumers can visit the four-storey adidas structure, climbing from ground to sky through the interactive space.
A multi-sensory retail space, stacked floor to ceiling with limited-edition drops of the Yung Series, Dragonball Z, Never Made and Kids collections.
The Yung Series features the Continental 80 silhouette, the Yung 96 and the Falcon: a fresh design harking back to the trailblazing attitude of the 90s with a bold, confident new colourway and innovative design that pairs 90s nostalgia with modern energy, as fronted by Kylie Jenner.
FLOOR ONE will also play host to The Smash Cage – a 360-degree shattered mirror space for consumers to enter, engage and snap; built as a creative representation of the Falcon shoe, depicting ‘bold and smashing stereotypes’ – bringing the ultimate ‘Gram spot to Sole.
For Originals only. The second floor is fully dedicated to design, with a Creator Studio that encourages visitors to create bespoke pieces on the spot. The Creator Studio is a made to order tailoring offering, available with any purchase of Originals apparel, to curate, amend, detail and mash-up product, brought to life by the adidas on-site creative team for same day, take home designs.
adidas Originals means lifestyle and street. Originals, inspires and collaborates with designers, artists and the community through creativity – and with its slogan, ‘Once Innovative, Now Classic, Always Authentic’, the Originals division represents a true fusion of sport authenticity and global street style; targeting streetwear hounds looking for trend and fashion products, exclusively for leisure, but inspired by sports culture.
PANNA FOOTBALL FLOOR
Football…the street way.
As a Sole DXB first, adidas will be championing street football and hosting a Panna Tournament in its Panna Cage, with Qualifiers on Day One and Group Stage matches on Day Two – competing and showcasing the true art of self-expression with a football, while performing various tricks with any part of the body.
The custom-built Panna Cage will also be host to Arnaud “Séan” Garnier: French freestyle footballer – who will be showcasing his unique ball skills all weekend. Also freestyling around Sole DXB will be Melody Donchet; professional female football freestyler and 4-time world champion; and Soufiane El Marnissi; one of the world’s elite level Football Freestylers, representing Belgium on the World Freestyle Football Tour – who will both be showcasing their dynamic footwork and showmanship in and around Sole. Have you got game? Step in to the cage, work those skills, trial the new COPA boot and you could take away the Panna Champion prize.
The bar – running from day to night, with DJs including S.O.N.Y.A, Shef Codes and Erratic Dreamer spinning throughout the weekend, will offer 360 views of Sole DXB, making it the ultimate photo hotspot across the weekend.
The return to Sole DXB re-affirms the commitment of adidas to support the creativity of the UAE, offering the latest products and ultimate consumer experience as part of the largest, most influential cultural activation in the Middle East: Sole DXB.
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Note to editors – adidas
adidas is a global designer and developer of athletic and lifestyle footwear, apparel, and accessories with the mission to be the best sports brand in the world.
As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.
Note to editors – adidas Originals
adidas Originals is a line of casual sports clothing line, the street style offshoot of the adidas brand. The Originals division has three product segmentations: Re-introduced, Re-interpreted and Re-designed offering a mix of classic Originals styles and craftmanship combined with the modern movements of today.