Mumbai : adidas Originals is a brand which doesn’t shy away from breaking the mould and treading a road less traveled, to explore opportunities which aren’t just unconventional but also have the potential to set a new trend. Staying true to being a creator brand, the brand recently conceptualized ‘Creators Collective’ to brew creativity and initiate a journey to convert adidas Originals Fashion Destination Door (OFDD) Linking Road Mumbai, into one of the most collaborative, creative and aspirational space to be at, for the budding artists.
adidas Originals Creators Collective is once a month platform that allows the store to reflect as a ‘Always in BETA’ space on last Thursday of every month, by bringing together aspiring talents for creative collaborations. All one needs to do is to explore one’s creativity at this platform, as a creator you showcase your art or join the master class if you are a budding artist. Creators Collective is the platform to collaborate and unleash your creativity. This branding and marketing innovation has proved to be a breakthrough concept as it has helped the brand to capture the energy of a unique network of influencer’s and celebrate their cultural creativity by making OFDD, the creative cultural hub for a day.
adidas Originals being the most influential and connected sportswear brand in street culture, derived this unique concept to drive a dialogue with an ingenious set of audience and engage them across varied art forms such as 3D shoe customization, Doodling, Beat Boxing, Art of turn table & Hip Hop & Street Style Dance.
Sharad Singla, Director, Brand Marketing, adidas India, summarized this unique concept by saying, “We at adidas want to provide a platform for creators to unite and with Creators Collective we have managed to give creative souls a new addressto unleash their talent. Be it an upcoming artist looking for an audience, or an enthusiast looking to learn a new art form, if you haven’t been at the Creators Collective you haven’t arrived yet. “
Through this branding and marketing breakthrough, the brand has managed to engage the creators who get to not only showcase their work but also get a chance to live in a space they have always wanted to see themselves in. This in turn has helped the brand to utilize its retail space more effectively and creatively connect with its women consumers resulting in an increased store footfall and enhanced visibility on social platforms. The overwhelming response from creators also led to its launch at Originals Store at Brigade Road in Bengaluru