adidas Originals won the Single Strategic Project BASA Award for the I ART JOBURG street art project on Monday night. This award is given to an outstanding single sponsorship, with best use of a project that is an integral part of the sponsor’s overall brand and marketing programme. The project features five international and local urban artists (Steve ‘ESPO’ Powers, Remed, ROA, Cameron Platter and Falko) who were commissioned to paint large-scale murals in Johannesburg’s Maboneng Precinct. The entire process was documented by legendary New York street art photographer Martha Cooper, whose photos went on to form an exhibition hosted at adidas’ creative space, AREA3.
“There were a number of different people responsible for the project’s shared success and we are all proud to be making a lasting impression for the area, street art as a medium and the adidas Originals brand in South Africa,” Fabrizia Degli Esposti, adidas Brand Marketing and PR Specialist – Style.
The I ART JOBURG project was conceptualised and developed by /ANDPEOPLE and leveraged in various media by Ogilvy & Mather PR Cape Town on behalf of adidas Originals.