adidas Brings the Metaverse to Lollapalooza 2022 in São Paulo
The music festival returns to Brazil after two years.
The highly anticipated music festival Lollapalooza returns to São Paulo, Brazil, in 2022, with adidas as the official sponsor and partner, marking the first festival in Brazilian territory since 2020. To commemorate Lollapalooza’s return to Brazil, adidas transformed the festival grounds with graphic, phosphorescent sound systems incorporating Three Stripe’s branding throughout. adidas worked closely with local creatives to design a collection of footwear and apparel, including the LOLLABR PACK, a curated selection of graphic T-shirts inspired by the colorful transcendence of music and its ability to join strangers together in celebration.
Kicking off the festival, adidas allowed exclusive access to ADIHOUSE, a space for creatives to network and celebrate the upcoming festival attractions with VIP guests. Honorary guests were treated to head-to-toe ensembles and custom park itineraries. adidas also introduced ADIVERSE, a rollout of experiential events that merge physical and digital domains. Using the ADIVERSE WebApp, adiclub members could create personalized avatars to experience augmented virtual environments based in the city of São Paulo. adidas’ interactive metaverse allowed attendees to traverse local cities like Pacaembu and Ponte, the São Paulo Museum of Art, and various signage throughout the festival grounds.
Izadora Padilha/Adidas
Izadora Padilha/Adidas
Izadora Padilha/Adidas
Izadora Padilha/Adidas
Izadora Padilha/Adidas
The immersive experience integrates ADICUSTOM into its AI, a design mod that customizes adidas footwear with bespoke laces, buttons and cloth patches. The ADIVERSE WebApp facilitates downloadable content so users can save notable photo ops during live performances.
In partnership with adidas, local artists Kauê Fidelis, Vinícius Allencar and Nihao developed a capsule collection featuring custom prints emblematic of their creative disciplines. Exploring themes of LGBTQIA+ representation, Black identity and the joy of creative expression through community, all three artists capture the inclusive environment and spirit of Lollapalooza manifested in their unique visual language. The SUPERSTAR LOLLABR sneakers are a notable callout in the collection: the embossed all-white leather upper features Lollapalooza Brazil lettering and an embroidered logo at the tongue. Tonal topstitching outlines the chunky gum sole, and the lateral panels see oversize Three Stripes branding. The outer heel features a purple overlay contrasted by black counter lining and white laces.
The glow-in-the-dark sneakers easily transition throughout the three-day festival, from midday jam sessions to psychedelic mosh pits in the evening. The accompanying creative campaign features Two Lost Kids, an art collective comprised of sisters Thali and Gabi.
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Head over to adidas home website to shop the latest Originals lineup. Follow Lollapalooza Brasil coverage on Instagram @Hypebeastbr.
