adidas Originals Unveils Futurehouse in Celebration of the NMD
Performances from Joey Bada$$, Wretch 32, Snakehips and more, help celebrate the force that is NMD.
Over the next six days and nights, adidas Originals will be celebrating the release of the uncompromising NMD sneaker; together with the new creative generation at a bespoke East London location. Set across two floors, Futurehouse will kick off proceedings this evening; playing host to live music from Brooklyn’s Joey Bada$$, lyrical bouts courtesy of Wretch 32 & Avelino, future electronica duo Snakehips, plus Radio 1 DJ’s Annie Mac and Monki, Beats 1/Rinse FM’s Lily Mercer and Manny Norte firing up the decks. Visitors to the adidas Originals concept space will also be able to experience an exclusive Q&A with UK grime don Kano, adept advice from industry tastemakers – including a special HYPEBEAST session – art installations, film screenings, sneaker showcases and even a daily BBQ.
HYPEBEAST will be part of the ”Past Empowers Future” event on Saturday, March 19; starring an Instagram-focused workshop with our very own accomplished lensman Ron Timehin. Following this will be talks with adidas consultant and overall brand expert Gary Aspden, BBC Radio 1Xtra presenter and Atlantic Records A&R Twin B, in addition to live music from exciting British new gen artist’s a2, Connie Constance, SNE and Nadia Rose.
The “Follow Your Path” day on March 20 witnesses a bespoke takeover as Kano and esteemed music journalist, Hattie Collins, delve deep into his recent critically acclaimed album, Made In The Manor, with a live Q&A amongst producers Fraser T Smith, Blue May, Swifta Beater and Mikey J.
Futurehouse helps mark the release of the widely-anticipated NMD, which interprets a strong sense of the adidas Originals’ DNA with a truly tech-forward stance forming a bold and innovative new silhouette. Shadowing the adidas design aesthetic — being inspired by the past but consistently looking forward to the future — Futurehouse represents a way of supporting upcoming creative talent with one-off talks and expert skill swaps. Get involved in the conversation online, using @adidasuk #myfutureis #NMD.
HYPEBEAST will be on location, capturing exactly what’s going down in the creative hub, so keep an eye on @HYPEBEAST and our site for the latest.
You are invited to EXPLORE_ CREATE_ SHARE_ for yourself at NMD_LONDON, @BL-NK, 27 Curtain Road, EC2A 3LT. To discover more about Futurehouse visit myfuture.is and explore the NMD collection now and stay up to date on the next drop over at adidas.com/nmd.
- Ron Timehin/rontimehin, Abigail Hack/ohabioh, Jordan Green/jordangreen, Mr. Whisper/mrwhisper
- Nardene Scott/HYPEBEAST