adidas Originals, the pioneering sportswear brand for the street, has long held a deep connection with music, tracing back to the early days of hip-hop. The Superstar sneaker, immortalized by Run DMC in the 1980s, went on to define a cultural movement—transcending borders, genres, and generations. In 2025, the brand extended this narrative globally by moving from retelling its history to inspiring new ones, with cultural icons like Samuel L. Jackson, Missy Elliott, and Jennie bringing the story of timelessness to life.
Carrying this legacy into India, adidas Originals launched Originals Studio—a music-led platform spotlighting emerging talent and celebrating the intersections of music, style, and self-expression. From Mumbai to New Delhi and Bangalore, the platform has brought together over 200 creatives, brand loyalists, and artists across music, fashion, and street culture. With standout acts like Singapore's rap sensation Yung Raja and homegrown voices Tsumyoki, Aayna, DJ Loonz, Beatcrush, and OG Shez, Originals Studio has cemented adidas Originals' role in championing fresh talent and nurturing India's evolving music scene.
"What adidas Originals is doing with Originals Studio is truly inspiring, it's not just about giving artists a stage, it's about creating a community where creativity thrives. I'm grateful to be part of a movement that's propelling music culture forward in India and beyond," said Yung Raja.
To deepen this connection, adidas Originals introduced distinctive activations—partnering with Skillbox for an exclusive club night in Delhi and with Gently Altered for Superstar Sessions, a first-of-its-kind live B2B set performed on a moving double-decker bus across Mumbai. These high-energy experiences captured the raw spirit of the city while celebrating the Superstar sneaker and engaging sneaker enthusiasts, hip-hop fans, and culture shapers.
"From the early days of hip-hop to today's evolving soundscapes, music has always been central to adidas Originals. With Originals Studio in India, we're building culture, nurturing talent, and shaping a community that reflects the true spirit of the brand," said Bhawna Sikka, Chief Marketing Officer, adidas.
With its strengthened commitment to music in India, adidas Originals will continue spotlighting fresh voices through Originals Studio across key cities, cementing its place as a must-experience cultural platform for the next generation.
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