Adidas Originals premiered the U.S. release of their NMD collection with no celebrity endorsement. But that didn’t mean no celebrities were on hand for the party, which included a performance from Miguel and a DJ set by Shlohmo.
Capitalizing on the hype, adidas Original launched their NMD_LA Exploration tour (sorry NYC). Led by LA residents Nick Young (LA Lakers), Roy Choi (innovative chef) and Atiba Jefferson (renowned photographer), each took to the @adidasoriginal Twitter account for a few hours each day to give fans a virtual tour of some of their favorite spots in the Los Angeles area.
“Our Los Angeles crew featuring Roy Choi, Atiba Jefferson, Nick Young and Miguel all bring a different flavor of creativity, style and authenticity that overlaps perfectly with our brand,” Brandon Beaty, an adidas Originals spokesman explained.
The last stop each day gifted 25 fans with NMD Kits that included a pair of NMD_R1 sneakers and passes to the secret concert.
The grand finale in DTLA Chinatown included a NMD Concert and intimate show featuring DJ sets by Kilo Kish, Shlohmo and performance from everyone’s favorite Wildheart, Miguel.
The warehouse installation included a NMD installment displaying the sneaker and highlighted Young, Choi and Jefferson’s adventure around the city. The NMD_R1 in all-white and all-black colorways received a limited drop last weekend and is available at select retailers and www.adidas.com/originals.