Adidas Originals Celebrates Night-Time Creativity with the OG Nite Factory Boss Ranveer Singh

Marketing | April 18, 2019 | News

Adidas Ranveer Singh

Adidas Originals, the pioneering sportswear brand for the streets, celebrated Originality and Night-Time Creativity, with India brand ambassador and country’s biggest street style icon – Ranveer Singh, at Famous Studio which was converted into a never seen before industrial garage set-up on April 11, 2019. The celebration marked the launch of the brand’s biggest sneaker drop for Spring Summer 2019 – the NITE JOGGER. An essential for any night time creator, the reflective Nite Jogger is a progressive design incorporating classic archival cues with modern lines. Taking inspiration from the brand’s first foray into hi-vis technology, Nite Jogger’s contemporary design delivers an advanced interpretation of a past style retooled and restyled for today’s nighttime creator.

The  NITE JOGGER launch took ‘Originality’ a notch higher as the brand identified 11 ‘Nite creators’ across various fields who spoke about how #ItsNeverTooLate to pursue their creative vision. These Nite Creators were captured by photographers Mohit Varu, Izaan Khan and Lekharatnam in their ‘Nite Joggers’ while escaping the rules, structure, and rigidity of the day and reclaiming their creativity at night.

Keeping with the after-dark reflective personality of the Nite Jogger, the iconic ‘NITE’ factory was led by the Factory Boss Ranveer Singh who wooed the crowd with an enthusiastic performance as he cheered for the Trefoil! He then went on to interact with an innovative ‘Nite Bot’ – robotic setup as he unveiled the ‘Nite Jogger’ shoes in front of a full-house of more than 900 guests!

An array of Factory elements with multiple reflective aspects got the venue buzzing: 

  • Nite Archives - A special archival section that told the story of the evolution of the Nite Jogger from the late 80s to 2019.
  • Nite Gallery - ‘Creators Wall of Fame’ that showcased the 11 ‘Nite Creators’ from varied fields of art captured by photographers in their Nite Joggers.
  • Nite Garage – reflective t-shirt printing zone where guests could take home self-printed T-shirts in reflective graphic prints.
  • Nite Bot – an innovative robotic setup that interacted with the guests, grooved to the music and engaged in a dance-off with Ranveer Singh!
  • Nite Shop - A special Nite Jogger product display zone showcasing the 11 hit colorways of the drop.
  • Nite Photo Lab - that captures the night times of four metro cities in India.

The event came to a new fashion high as Ranveer Singh’s Nite Army, featuring 11 creators- Akansha Ranjan(Actor), Chandni Srivastava(Actor and Choreographer), Allen Claudius(Fashion Consultant and Sneakerhead), Errikos Andreou(Ace International Photographer),Pavan Rao(Free Style Dancer and Model), Rod Anker(Hair Style Artist), Sam Madhu(Graphic Artist), Shivani Boruah(Sneaker Head and Street style Aficionado), Mrunal Thakur(Actress) and Merrylin Boro(Model and Entrepreneur) showcased a tailored tech capsule collection by creative director Abhishek Paatni which was inspired by the hi-vis technology of the Adidas Originals Nite Jogger.

The exciting celebration was filled with music, fashion, innovation and everything street-style; redefining today’s ultimate streetwear culture. Crowd favourite underground hip-hop artists and musicians like DJ Kan-I, DJ Proof, DJ Sa, Rajakumari and Sez on The Beat set the stage ablaze with their performances as they brought to life street style hip hop culture through their music. Special rap performance by Ranveer Singh set the adrenaline levels of the crowd soaring as they sang along with him to popular tracks from ‘Gully Boy’!

The gala was attended by like-minded creators who know #ItsNeverTooLate to pursue their creativity including celebrities, brand friends and many more influencers from the fashion, music and entertainment industries.

Adidas Originals brings ‘nite creators’ across genres under one roof in a never seen before industrial set-up called the ‘Nite Factory’.

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