the last encore
If these walls could talk, they'd sing: how adidas originals returned music to a long silent venue.
IT IS IN ITS PAST THAT ADIDAS ORIGINALS FINDS THE COURAGE AND INSPIRATION TO CREATE ITS FUTURE. FOR THE LAUNCH OF NMD, ITS ARCHIVE-INSPIRED SNEAKER FOR THE URBAN EXPLORER, THE BRAND RETURNED TO A DEAD MUSIC VENUE, THE LEGENDARY TUNNEL, AND RESURRECTED IT FOR ONE FINAL ACT.
As part of the global Future campaign, adidas Originals was preparing to launch NMD - a sneaker born from a combination of the brand's most innovative technologies, with the intention of empowering the future of the urban explorers.
It was in respecting its heritage that NMD found unimaginable success. But the question remained: how could a brand empower people themselves to find inspiration in their own history?
The answer lies in a place now long silent. Fifteen years ago, famed nightclub and hip-hop mecca, the Tunnel, shuttered its doors for good.
To launch this sneaker for the future of urban exploration, adidas Originals returned to these dead halls for the Last Encore - one final night in the Tunnel - one last chance to explore the sights and sounds of this landmark in culture and history.
Through countless hours of research and interviews with past club-goers and employees alike, adidas Originals brought back stories and experiences of the Tunnel, true to history.
Conversations returned to corners of the venue long unexplored. Invisible yet wholly audible arguments from the past broke out near the bar. Security guards shouted from across time to present-day attendees.
Every facet of the Tunnel was restored to its former glory - from surprise reappearances of famed performers of the venue's past, to the drinks that we served.
An event that culminated in the venue's first performance in fifteen years.
An event that reminded anyone who ventured back with the brand that beyond what was, is what could be.