In January adidas Originals started a story that drew the parallel between young born free originals in Johannesburg and the birth of EQT in 90’s Berlin. The focus was placed on individuals being recognised for creating culture and who form part of a unique generation
of creators. In March adidas Originals broke the rhetoric of exclusivity dominating the cultural scene today and moved the focus from the
individual to the people. Now An open invitation went out to South African’s born in the 90’s for an inclusive casting call that utilises a
mobile street studio at locations across Johannesburg. The result was a photo essay of portraits that document a generation.
Now capturing the images was 24-year-old photographer and digital artist Aart Verrips, who’s worked with the likes of Vogue Italia and who’s acclaimed Gazelle collage received Global recognition on adidas Originals social platforms in 2016. The street level casting kicked off at Shelflife on Friday 24 March before heading to AREA3 in Braamfontein on Saturday 25 March and finally wrapping at Thesis in Soweto on Sunday 26 March. adidas Originals in Sandton hosted a version of the activation in-store with a pop up studio experience on Saturday 25 March.