As the heartbeat of South African culture pulsates with vibrancy and creativity, adidas Originals proudly reaffirms its commitment to championing and celebrating local talent across music, fashion, and lifestyle. In an exciting announcement, the iconic brand reintroduces its esteemed lineup of partners while welcoming two dynamic new faces into the fold. With a vision to amplify diverse voices and perspectives, adidas Originals embarks on a journey to inspire the next generation of multidisciplinary talent, igniting creativity without limits.

Leading the charge in the fashion domain are Thebe Magugu and Rich Mnisi, luminaries renowned for their groundbreaking designs and unwavering creative vision. Their collaboration with adidas Originals promises to push the boundaries of style and innovation, setting new benchmarks in the realm of fashion.

On the music front, the lineup boasts a stellar cast of acclaimed artists who have captivated audiences with their unique sounds and compelling narratives. Focalistic, Shekhinah, and Dee Koala bring their distinct voices and perspectives, infusing adidas Originals with the pulsating rhythms and electrifying energy of South African music. Actress Ama Qamata adds her dynamic presence to the mix, seamlessly bridging the worlds of fashion, lifestyle, and cinema. Known for her compelling performances and magnetic charm, Qamata embodies the spirit of versatility and creativity that adidas Originals strives to champion. Joining the illustrious roster of partners are two newcomers set to make waves in their respective fields. Que DJ, a multi-award-winning self-taught Gqom producer, brings his electrifying beats and innovative sounds to the table. Pamela Mtanga, a sterling media personality and lifestyle fashion creative, infuses the partnership with her distinctive style and infectious energy.

“We are beyond excited to partner with these incredible individuals, each of whom is a trailblazer in their area of expertise,” shares Kate Woods, Senior Brand Director at adidas South Africa. “Together, we aim to inspire the next generation of multidisciplinary talent, fostering a community where creativity knows no bounds.” Building on a rich history of creative collaborations, adidas Originals’ partnership strategy for 2024 promises to deliver innovative campaigns and unique experiences that celebrate the intersection of music, art, style, and movement. From exclusive global fashion collaborations to boundary-pushing creative campaigns and electrifying music performances, adidas Originals remains committed to amplifying the rich culture of South Africa and beyond.

As the stage is set for another year of groundbreaking partnerships and boundary-defying creativity, adidas Originals invites fans and enthusiasts to join the journey and witness the magic unfold. Stay tuned for an exciting lineup of events, campaigns, and collaborations that promise to inspire and captivate audiences worldwide.