adidas Originals Announces Partners for 2024: A Fusion of Fashion, Music, and Lifestyle of South African Talent

adidas Originals is thrilled to reintroduce their line up of partners and welcome two new faces to the stable, continuing its mission to support and celebrate the vibrant tapestry of South African culture and creatives across music, fashion, and lifestyle. This year, adidas Originals is proud to collaborate with a dynamic group of artists and designers who are at the forefront of their respective fields, infusing the brand with fresh perspectives and innovative ideas.

2024 Partners:

  • Thebe Magugu and Rich Mnisi, leading the charge in the fashion domain with their groundbreaking designs and creative vision.

  • Focalistic, Shekhinah, and Dee Koala, are acclaimed artists who have captivated the music scene with their unique sounds and compelling narratives.

  • Ama Qamata, an actress known for her compelling performances and dynamic presence, bridging the worlds of fashion, lifestyle, and cinema.

  • Newcomers: Que DJ multi-award winning self-taught Gqom producer and Pamela Mtanga a sterling media personality and lifestyle fashion creative are set to bring their distinctive styles and energies.  

“We are beyond excited to partner with these incredible individuals, each of whom is a trailblazer in their area of expertise. Together, we aim to inspire the next generation of multidisciplinary talent, fostering a community where creativity knows no bounds,” said Kate Woods, Senior Brand Director at adidas South Africa.

adidas Originals’ partnership strategy for 2024 builds on a rich history of creative collaborations. Previous initiatives have included exclusive global fashion collaborations, pop-up events, creative parties, and boundary-pushing creative campaigns and music performances. This year’s partnerships promise to continue this legacy, offering innovative campaigns and unique experiences that celebrate the intersection of music, art, style, and movement celebrating the rich culture of South Africa.

About adidas Originals: 

Inspired by the rich sporting heritage of adidas – one of the world’s leading sports brands and a global designer and developer of athletic footwear and apparel. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.

Stay tuned for more information on upcoming collaborations, events, and initiatives from adidas Originals and our 2024 partners.

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