NEW YORK (August 5, 2016) – Last night, adidas Originals transported guests for a one night only event at The Tunnel, an iconic NYC hip-hop venue, through a sonic journey that traversed past and future. Art and sound came together to bring the stories and energy of the venue’s 90s hip-hop glory days to life, through a sensory experience which spanned the full location of the legendary club.
Guests including Luka Sabbat, Emily Oberg and Kirk Knight joined adidas Originals friends and family together with a select group of lucky fans who, through an adidas Originals Snapchat contest, gained access to this immersive experience with live performances by Pusha T and Desiigner, with DJ sets by Clark Kent and Kitty Cash. The evening proved that the one-of-a-kind energy of the Tunnel continues to live – the birthplace of underground hip hop and training ground for rap’s biggest names, became the stage for those who rule the scene today.
Juxtaposed between archive projections of the Tunnel’s notorious past the adidas Originals NMD_XR1 was revealed. The new footwear model’s design mirrors the brand’s commitment to the past empowering the future. Inspired by the past through the ‘collective memory’ of iconic adidas footwear silhouettes, the NMD_XR1 borrows the same design cues from the original NMD_R1 and signals the future of the adidas Originals category.
As part of the FUTURE campaign revealed earlier this year, adidas Originals continues to take cues from the past to inspire the future by tapping into the sounds and visuals of an era past. The Last Encore breathes life into infamous venues that once created a cultural and/or artistic movement that assisted in shaping a generation of young creatives.
The Last Encore events will continue to transport guests around the globe through chasing lights, sound play, and layered histories of iconic spaces, with the next event taking place in Los Angeles within the next week.
RaEsa Benjamin WardleSports Style PRUnited StatesRaEsa.Benjamin-Wardle@adidas.com212 352 6134503 348 7367