Adidas Hong Kong is honouring the evolution of its Originals brand to preserve self-expression in an era of fast fashion and copycat culture. Originally designed for football, track, and basketball, the brand’s Samba, Gazelle, and Superstar iterations are now loved among skateboarding, breakdancing, and hip-hop communities.

DDB Group Hong Kong is leading the localisation of the brand’s global celebration in Hong Kong by joining hands with speciality stores and local icons to celebrate originality and fuel self-expression among subcultures in the city.

Over a period of six weeks, three authentic speciality stores are transformed into Originals pop-up venues offering branded experiences, including photo opportunities and Gatcha capsule giveaways plus original artwork displays. The pop-ups are paired with local icons and shoe styles to promote the activations via three campaign videos.

Superstar is paired with hip hop artist Novel Fergus and vinyl store White Noise Records, Gazelle with breakdancer C Plus and streetdancer haunt Kabo Burger, and Samba with actress and skateboarder Ding Dong and skate shop Psyroot.

Cherry Wong, Creative Director at DDB Group Hong Kong, said, “The localisation of this campaign wouldn’t work unless we found authentic spaces for it. Truly understanding the skating, hip hop, and dance communities in Hong Kong was key to legitimising the brand’s message. We knew we were in the right places when we saw how happy everyone was to work with the brand.”