Watch as sport and creative members of the adidas South Africa family launch the brand’s new Flagship Store. It opened to the public on Friday, 25 June 2021 in Sandton City, through a short film.
The launch film, entitled ‘Store as Home’ takes viewers on a journey depicting the most immersive consumer experience on the African continent. It was shot and produced by the NTWRK Area3 Studio. Using footage of adidas partners both in the store and in their fields of play, a strong link is created to the concept of ‘Home’. Through post-production techniques, we see different worlds merging from field, to studio, to stage and in-store.
adidas x South African Stars
The lead characters are national rugby captain Siya Kolisi and international award-winning vocalist Shekhinah. They’re supported by current 400m world record holder Wayde van Niekerk, fashion trailblazer Nabilah Kariem Peck, artist and designer Lazi Mathebula, illustrator Russell Abrahams, stylist and art director Lenzo Mangonyane, stylist and photographer Tamara Moeng and South African model Tracy Mokgopo.
The film starts with Siya video calling Wayde, and in casual conversation, he mentions the new adidas Flagship Store. We are then visually immersed into the creative store concept, with background music from Dr Peppa – Mntase feat. Blxckie, Aux Cable, Chang Cello & Lord Script. The beat transports us to a living room where Lenzo Mangonyane, Tamara Moeng and Tracy Mokgopo dial in to Shekhinah, who is in the middle of a performance.
A specially created Collection Rug by Johannesburg-based award-winning illustrator and designer Lazi Mathebula comes into focus. Named ‘The flower that grew on the concrete pavement’, the rug represents the different people, cultures and places in Jozi, and highlights the deconstruction of the adidas Originals logo in a very rigid, geometric, symmetrical style – representative of the architecture of the city.
Viewers are then transported to the FNB Stadium Towers in Soweto, where Cape Town based illustrator Russell Abrahams, known for his bright and bold illustrations, is hand-painting an Impossible is Nothing mural on one of the Towers. Back at the store, Russell is bringing a 9 x 5 metre vibrant mural to life in the kids’ section of the store.
Next up, we see a Jozi garment being screen printed, illustrating how the store is collaborating with local designers to create a unique range of once-off Jozi printed graphics – giving shoppers the opportunity to purchase hyper-local one-of-a-kind pieces in the Store’s Maker Lab.
We move to fashionista Nabilah Kariem Peck testing a Radio Frequency Identification mirror (RFID), which automatically detects product information in order to provide consumers with real-time colour and style options.
The second last shot shows Shekhinah seated in front of the Taxi Trefoil logo, created using upcycled taxi parts. And finally, Siya enters the screen, laces up his boots and steps up to welcome the audience to adidas’ new Home Ground.
This short film reminds us that we’re born creative and integrated as humans, whether its in-studio, on field or in our homes. Everyone needs a place to play, and space to be creative. Today, adidas is re-imagining retail and welcoming consumers to do exactly that, at its new Home Ground.
Visit the adidas Sandton Flagship Store in Sandton City on the Upper Level, Shop U317. Follow the @adidasZA #adidasJozi conversation on Instagram for the latest updates, or check out adidas.co.za for more information.