Sounds of the City

adidas’ new Sounds of the City range pays homage to 5 cities that each gave rise to a musical genre. Namely Jazz from New Orleans, Reggae from Jamaica, Hip Hop from New York, Blues from Memphis and Motown from Detroit. As a representative of Detroit’s electronic music scene, we put DJ/Producer Theo Parrish to a unique challenge: using the city as a sonic palette, make a track that embodies the rich musical history and spirit of “The Motor City”. The documentary style film follows him as he collects sounds and arranges them into an exclusive track for this project which was part of the adidas Originals global integrated campaign: Celebrate Originality


Watch the film

Directed by James Brown for Stink. Original track created by Theo Parrish.


Legendary documentary photographers Adam Broomberg & Oliver Chanarin (ex-editors of Colors magazine) were called on to shoot the print work but also to document the process of the entire Originals Spring/Summer 08 campaign. We felt that photographers of this calibre would lend the project some authenticity within the “fashion/ lifestyle” category.


We proposed a monthly magazine to be available in-store and on newsstands serving up the stories and product catalogues together. Typography developed by designer Yomar Augusto. Photography: Adam Broomberg & Oliver Chanarin


The Facebook group Celebrate Originality enabled fans to contribute and share their own “Original’s” in the form of films and other content