Adidas Originals Celebrated New Film Launch with Mura Masa
On Saturday, adidas Originals celebrated its launch of the Original Is Never Finished film campaign featuring 2018’s new generation of creators. The short film is packed with young musicians like Dua Lipa and A$AP Ferg, as well as athletes like Florencia Galarza and Marcelo Vieira. The film is a continuation from last year’s campaign with Kendall Jenner and 21 Savage, which sends the brand’s message that creativity builds on the past to create what’s next (and will continue to do so).
Guests in adidas tracksuits and bucket hats walked into a warehouse-like space in Midtown, New York City. The two-story space drew inspiration from the scenes in the film — stacks of trophies and retro TV screens that showed CCTV outtakes of the party. But the highlight of the evening were the performances by "Magnolia" rapper Playboi Carti (who’s featured in the film), and 2018 Grammy-nominated artist Mura Masa. The electronic-music producer also surprised guests with the rapper Desiigner, performing their hit song together, "All Around the World."
Following the celebration, Adidas Originals released a remixed track of Keep Pushin'—the song in the campaign—by Mura Masa. Watch the remix and photos from the party below:
