A Weekend of Creativity and Connection
Recapping the adidas Originals Studio X Shelflife Campaign
The vibrant streets of Johannesburg came alive from November 29 to December 1, 2024, as the adidas Originals Studio x Shelflife event transformed the Shelflife Rosebank store into a hub of creativity, collaboration, and inspiration. Over 700 people applied to attend the second instalment of the Originals Studio series, powered by the ADIZERO ARUKU, but only 30 were selected to experience the perfect blend of heritage and modernity, offering an unforgettable experience for the city’s dynamic up and coming creative community.
Unveiling the ADIZERO ARUKU
The Friday launch event celebrated the launch of the ADIZERO ARUKU, a revolutionary sneaker that fuses design cues from the iconic ADIZERO PR of the 2000s with cutting-edge technology. This blend of past and future set the tone for the event, emphasizing innovation and timeless creativity.
Interactive Workshops
Creativity took centre stage with two distinct workshops:
Thread Theory: Fostering Collaboration in Practice (Saturday, November 30) —
This workshop focused on upcycling and fashion customization, led by renowned creatives like Chloe Andrea Welgemoed and Andile Buka. Attendees learned the art of transforming vintage sportswear into unique fashion pieces, emphasizing sustainability in style.
Thread Theory: The Process (Sunday, December 1) —
We learnt from Wanda, Wanda LePhoto’s Founder and Creative Director alongside newly appointed Artistic Director and Head Stylist, Oratile Moh. Fresh off their celebrated Confections and Collection at Mount Nelson, they shared insights into redefining African luxury and shaping a modern narrative for the continent’s creative expression.
A Hub of Innovation
The Shelflife store became more than a retail space—it was a dynamic arena for creative exchange. From the exclusive Originals Studio Cedar Coffee to displays of adidas Originals footwear and apparel, the event celebrated community and innovation.
Live Podcast Recordings
Open to all attendees, the live podcast sessions offered an intimate glimpse into the minds of industry leaders. Hosted by Okay Wasabi, these discussions explored the intersections of fashion, music, and cultural identity, providing valuable takeaways for aspiring creatives.
Weren’t able to make it? Listen back to the discussions:
Episode 1: Thread Theory: Fostering Collaboration in Practice
Listen below or click HERE for the full episode
Episode 2: Thread Theory: The Process
Listen below or click HERE for the full episode
Looking Ahead
The adidas Originals Studio X Shelflife event not only inspired the selected fifteen pax who attended each day but also set a benchmark for future collaborations. As the ADIZERO ARUKU paves the way for the next generation of Originals, this event leaves a legacy of creativity and cultural exchange that will resonate in Johannesburg and beyond.
SEE ALL THE WEEKENDS HIGHLIGHTS BELOW:
Friday Night
Saturday Podcast
Saturday Workshop
Sunday Podcast
Sunday Workshop
