adidas reinforced its commitment to music at Primavera Sound 2025

Once again this year, the three stripes giant offered a series of unique activations within the festival alongside national artists.

Last Thursday 5th June we arrived in Barcelona to live for the fourth consecutive year what is probably the most special experience of the year. adidas was once again present at this year’s Primavera Sound and it did so with a renewed proposal: three Secret Show Lives spread over the different days of the festival. Each day, first thing in the morning, the brand revealed the guest artist who would surprise the audience, and two hours before the performance, the secret location of each concert was revealed. In this way, Barry B, Villano Antillano and Rojuu became the undisputed stars, and adidas reinforced its commitment to music once again.

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But that was not all. As in previous years, the German sports giant had its own privileged space inside the venue, with exclusive and panoramic views of the two main stages, where we could enjoy the most anticipated concerts: Charli XCX, Sabrina Carpenter, Chappell Roan, Fontaines DC, Central Cee, FKA Twigs… and many more.

This area also became a kind of venue where guests were able to show off some of the most fun and original adidas Originals looks. From Carla Paucar to Carlota Weber, Natalia Lacunza, Maria Escarmiento, Aron Piper, Teo Lucadamo, Alex Turrión, Ana Sotillo, Carlota Marañón, Borja Iglesias, Aitor Ruibal, Clakovi or Mina El Hammani, all of them knew how to combine with excellence a good pair of Superstar.