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Bypassing corporate playbooks, the sportswear giant hands its Spring Street focal point over to an eclectic roster of local grillz architects, print radicals, and culinary iconoclasts.
When corporate giants attempt to tap into local scenes, they usually end up flattening the culture into a sanitized marketing pitch. But adidas is taking a radically different route with the latest iteration of its NYC Creative Class.Transforming its 135 Spring Street space into an evolving cultural laboratory, the sportswear brand is handing the keys directly to six independent trailblazers who are actively wiring New York’s subcultural pulse from the ground up.
Spanning music, food, design, and art, the new class features Bronx-born producer Anysia Kym, culinary disruptor Chef Stikxz, unconventional grillz duo Bitter000000, artist-run print studio Secret Riso Club, textile visionary Cyle Warner,and hand-crafted knitwear designer Gabe Gordon.
