adidas Originals Launches Originals White Space Project
By Barie-Claire Rogers, April 27th, 2012
On April 24th, adidas Originals celebrated the launch of their women’s Spring 2012 campaign, “Originals White Space Project” at the adidas Originals store in Soho with the likes of fashion personalities Coco + Breezy, DJ Jasmine Solano, and recording artists Yuna Zarai and Theophilus London. The “Originals White Space Project” provides a stage for young women to express their artistic talents and is taking place in nine cities across the globe. The girls are given clean, “white” spaces in special locations which they then transform to display their vision. The stage will be open from April 6th to May 15th to discover what young women are up to in 2012.
At the event, Yuna performed three songs from her self-titled debut album which was released that same day. Guests were able to customize a trefoil t-shirt (which they received upon entering the event) with crystals, studs, and grommets. Customized pieces featured in the ad campaign’s White Space Project video were displayed for guests to draw inspiration from. Coco + Breezy wore their favorite Spring 2012 adidas Originals looks and customized adidas Originals apparel with their fans. Guests were able to share their favorite creations and memories from the evening with Instaprint photo booths, which printed photos taken with Instagram.
The campaign comes to life online via http://www.adidas.com/wsp where you can review the best content from each of the local activities. Consumers can also engage and participate with the project on Instagram and Twitter by using the hashtags #adidasoriginals and #wsp. You can also find out more about the project on www.facebook.com/adidasoriginals. The adidas Originals US White Space Project video can be viewed at http://youtu.be/26g0748cBd4. Below are some pictures from the event: