With the 2018 World Cup fully in action, adidas Originals took the stage by presenting the “Adidas Football Creator Base”, a series of events and creative workshops running from the 14th-18th July to prove that creativity is the answer to any question and welcoming everyone to get involved and stuck in with! Okay… I say everyone, but the creative workshops and night time events required individuals to sign up through DICE however, access to the main creator base was free for people to enjoy whilst bringing sports, music and art to the streets of London.
The week kick started with the adidas Originals P.O.D System Launch held in the heart of East London’s renovated turn-of-the-century warehouse, Village Underground. The P.O.D S3-1 brings the best of '90s cushioning to today's streets and combines adidas heritage inspiration with a knit upper that has a snug, supportive feel. So, in style, what better way to celebrate by kicking off the night with a fiery DJ set from Jamo Beatz, followed by live performances from South London rapper Suspect OTB, American hip-hop trio Migos and Pharrell Williams. The night was all about sneakers, good vibes and music and what better way to start the week with a launch night like this one.
With music, streetwear and the sneaker culture going so well hand in hand together, adidas put together MORE live performances to top off each day (like Migos and Pharrelle wasn't enough already!). Places + Faces presents (and sounds) alongside Playboi Carti, closed Thursdays Creator Base events with Not3s, Fredo and Tiffany Calver shutting down Fridays. Mist, Mr Eazi, Steel Banglez, P Montana took the stage to end Saturday’s events, whilst Bakar, Kamaal Williams, Jimothy Lacoste and Chennessy shut it down for Sunday. For the finale, IAMDDB, DBlock EU and Kenny Allstar locked it all off with a bang! I mean, look at all this talent under one roof! Quite good going ey?!
Spread over three floors of a derelict warehouse, adidas believe “the stage is a crossbreed between sports, culture and art” and that’s why they bought us the Creator Base. Creator workshops were undergone where individuals were left to embrace their imagination to create football tops, trainers and concept designs all the way through to street football tournaments where you could have caught North London's hip-hop and grime artist Avelino playing along and showcasing some of his finest talents. These series of events really led people to the path of creativity by expressing themselves through sport, music and art. Additionally, the space allowed people to compete with each other through gaming within the EA Sports FIFA lounge, whilst offering a seating area with a hugeee screen which was broadcasting live football from the World Cup.
If you think that wasn’t enough, REPREZENT radio were broadcasting live throughout the week from the Creator Base Welcome area and inviting guests onto their shows to showcase their talents. If it couldn’t get any more exciting, I was invited on to The Pit London’s show to talk all things adidas and sneakers with the ultimate G, Alfred on the Sunday. When Alfred invited me on the show my initial thought was “Yeahh this will be sick, I get to talk about what I love and what I’m getting up to as well". However, little did I know how nervous I could actually get… I don’t think going to a festival the day before and having had very little sleep helped, but I managed to pull through it and went surprisingly well.
Darksteppa and CassKid soon took over to bring one of the maddest Rap/Hip-hop Cypher from up and coming MC’s from the likes of Kaniva, Romy Nova, Mula, Idris Miles, MXNSA and Mucky bringing best music to the creator studio.
The whole event was aimed to bring people together in London to celebrate our culture and creativity, and of course, the glory of football and sure did it live up to that!
PS: The below image is a representation of my mood that day. Check out some other images from the Creator Base below too.