Crush Of The Week
adidas’ ‘Club Originals’ celebrates next gen of Middle Eastern creators in new campaign
adidas Originals has launched Club Originals, an ode to creativity from music, art and style to movement with a special focus on upcoming talents Disco Misr and Almas. The campaign affirms adidas’ wish to carry on their fostering of the next’gen of talents through opening their arms to new creatives from all over the Middle East.
To Headline the Club Originals campaign, an incredible line-up of boundaries-breaking talents that pay homage to their heritag starting with Cairo-based Egyptian DJ trio, Disco Misr were chosen.
Their music “transport listeners to a nostalgic era of oriental, disco and funk tunes combined with electronic sounds.”
The campaign also graces us with vocalist Almas, an Emirati- Egyptian singer and songwriter that’s been making a name for himself across the region.
For the campaign, an exclusive one-time collab saw the light between Disco Misr and Almas, delivering a recreation of “Mabsota” by Egyptian singer and songwriter, Simone Philip Kamel all while featuring the adidas’ Club Originals codes.
A regional campaign film illustrates the debut single taking the viewer through “a celebratory music journey combining nostalgic codes and modern trends in tribute to a unique identity formed amongst the region’s youth.”
Bilal Fares, the General Manager of adidas MENA expressed: “At adidas we are passionate about celebrating the next generation of creators and Club Originals will provide a platform for young creatives to be inspired and get involved. We’re excited to bring together a collective of talent to inspire a new generation to think outside of the box across the MENA region. adidas Originals has played an authentic role in culture for over 50 years, and now we want to look ahead to the future of the brand, and to our future creative collaborators.”
Whether we’re talking about Run DMC’s signature styling of the Superstar or the importance and influence the Gazelle gained through 90s indie icon Noel Gallagher, adidas Originals has always been an authentic actor in entertainment culture.
This regional campaign was Inspired by the global Club Originals campaign that “featured the freshest talent from across Europe. From London-based American singer, performing at Coachella this summer,“
Discover more about the campaign, right here,