We arrived at the adidas Arena at dusk, already knowing it wouldn’t be just another night. The city’s air was thick with anticipation: mile-long lines on the Champs-Élysées in the days leading up to the event, giant portraits of Angèle, Jennie Kim, and Missy Elliott occupying the venue’s façade, and the constant buzz of an event everyone was talking about. From inside, we witnessed how adidas Originals transformed Paris into the ephemeral capital of music, fashion, and urban culture with The Sound of Superstar(s).
The event began before the music started. adidas Originals invited us to explore part of its archives, an intimate access to pieces that are now part of the history of urban culture. In front of us were the Superstar 35 Anniversary City Series #24 Paris (2005); the Superstar 35 Anniversary Music Series #21 Missy Elliott (2005); the edition dedicated to the Red Hot Chili Peppers; or the 2001 Crystal Superstar, created to celebrate the opening of the first adidas Originals store in Berlin. Seeing them up close was like stepping into a time capsule where each pair spoke to a different cultural moment.
After the tour, we were led to an exclusive area where we would enjoy the evening. Amidst unlimited drinks and constant culinary offerings, we found ourselves with the best views of the stage. There, in addition to unlimited food and drinks, there were activities designed to inspire both experience and creation: a photo booth, a 360-degree camera, a photocall, and many more spots featuring the campaign’s aesthetic that invited us to capture the evening in instant content.
The show began at 7:30 p.m. The evening opened with the energy of SSSound, and between performances, Mariana Benenge, magnetic and relatable, guided each transition with ease, alongside a team of dancers. The next to appear was the iconic Angèle, whose sweet pop charm got thousands of voices singing along. Then it was La Mano 1.9’s turn to perform raw rap. Our favorites were Luidji, who captivated us with his lyrical rawness, as did Theodora with her vibrant energy. Shygirl’s visceral electronica and Asake’s touch of Afrofusion didn’t go unnoticed.
From our vantage point, we could see an essential detail: each artist wore the Superstar, reinterpreted from their own universe. La Mano 1.9, with its exclusive version, demonstrated that the Superstar isn’t just footwear; it’s a platform for cultural discourse. The adidas Arena had been transformed into an installation for days: 1,555 m² of sneaker-box-inspired graphics covering the base, and 650 m² of façade featuring portraits of ambassadors such as Angèle, Jules Koundé, Jennie Kim, and Missy Elliott, up to 15 meters high. The city was visually taken over by the Superstar even before the music started.
Tickets were distributed through adiClub, rewarding the community closest to the brand. The last 600 were handed out on the Champs-Élysées, and we saw how those queues transformed into an anticipated celebration. The wait was already part of the experience, as if all of Paris had decided to queue up to enter history. The concert was just the center of a carefully designed universe: visuals and photography in every corner, a showcase of Superstar and Firebird collections, and exclusive merchandise available at the venue and in four Paris stores.
“Superstar has always celebrated the intersection of sport and culture, with music as a key element,” reminded us Annie Barrett, Vice President of Brand Communications for adidas Originals. As we left, still with the music playing, we knew what we had experienced would not be easily repeated. adidas Originals knew how to craft an experience that combined the history, present, and future of an icon. And we were there, browsing through their archives, toasting from above, watching all of Paris dance around a sneaker that remains timeless.
Discover more at adidas.es.
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