adidas Originals celebrates unyielding spirit with giant shoe installation

adidas Originals has dropped a giant adidas SuperStar sneaker and an iconic shoe box bust out from the ground at Hong Kong’s Fashion Walk.

Also known as “The Original", the special outdoor installation symbolises the breaking of constraints and the emergence of true self-expression. This comes after the legendary adidas SuperStar makes a powerful return this year.

This installation is more than an homage to a timeless classic; it is a journey that begins with the most authentic self. With an unyielding iron will and a rebellious spirit, the artwork reflects the campaign’s core ethos: Tough, persistent, unrestrained. We are, the original. It is a call for all who dare to stand out—to lead their lives on their own terms and to celebrate the inherent originality in every step.

Developed in collaboration with local creative agency We Glow, this initiative is designed to resonate with urban creatives and street culture enthusiasts, as well as next-generation trailblazers—individuals and influencers who value self-expression and the timeless legacy of adidas. By engaging with those at the intersection of culture and creativity, the installation positions adidas Originals at the forefront of contemporary lifestyle movements.

The outdoor installation will be on display throughout the month of March at Fashion Walk, Causeway Bay, offering opportunity for audiences to experience this transformative art piece in person.

To drive engagement and amplify its message, adidas Originals has adopted a multifaceted marketing strategy. Collaborations with cultural icons and social media influencers will spread the campaign’s message, spark conversations about originality, and celebrate self-expression across social channels.

Additionally, thematic campaign content will be displayed prominently across Fashion Walk and in adidas retail stores, ensuring strong brand visibility and reinforcing the core message of "The Original."

As part of the campaign’s commitment to engaging young audiences, adidas Originals will host an The Original Block Party at Central this week. This event will celebrate the launch and the creative energy behind the campaign. With live performances and appearances by local influencers and artists, the Block Party promises to be a dynamic space where creativity and community come together in true adidas spirit.

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Back in June last year, in celebration of the highly anticipated European Cup 2024, the official sponsor adidas unveiled an outdoor exhibition in Hong Kong to unite fans to embrace the intense tournament atmosphere.  

Riding on the global brand message “You Got This”, the large fan zone called the “adidas Ultimate Arena” at K11 MUSEA aimed to encourage people to embrace the essence of their passion for sports, let go of pressure. It revealed the brand’s commitment to promoting various sports activities and enabling more people to enjoy the fun of sports.

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