adidas Originals Futurehouse – UK launch for NMD
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adidas Originals Futurehouse – UK launch for NMD

An immersive dystopia introducing a new generation to a refreshed adidas Originals

The launch of adidas Originals NMD line represented a massive switch change for the global streetwear brand. Famed for cult classics and evergreen retro styles, this was a product that looked to the future for the first time. While still drawing influence from the greatest design cues of its ancestors, NMD reimagined adidas Originals’ DNA like nothing that had come before.

Tasked with attracting and engaging a new generation of adidas Originals’ fans, we created a London launch centred around a week-long creative event hub, housed within a fully immersive, post-apocalyptic world. Designed to inspire and inform Gen X’s desire to follow their own path, the programme included workshops, panel discussions, film screenings, art installations, and live music performances from the likes of Joey Bada$$, Kano, Wretch-32 and Annie Mac, as well as new faces Nadia Rose and A2.

Not stopping there, we also oversaw creative direction of custom Out of Home builds – extending the dystopian environment into the tunnels of nearby Old Street station, as well as bespoke street-art directional signage leading to the event. A one-off rebranding of then-weekly music magazine NME as NMD, a ‘manifesto for Generation NMD’ was also published on the launch night, distributed across the city to drive up conversation.

We also shot a separate London-centric fashion shoot for the range, which was woven within the editorial, at the event and wider branding collateral throughout the campaign.

The entire NMD range sold out on launch day.

Creative Leads: Emily Fleuriot, James Garside
Head of Art: Jackson Platt
Creative Team, Experiential: Simon Bird, Ben Hack at Sunshine X
Senior Event Producer: Andy Ashton
Global Head of Talent: Paola Lucktung at adidas

Brand Partnerships, Branded Content, Creative Direction, Editorial Direction, OOH Campaign, Talent Direction