Adidas kicked off a new campaign for their classic “Superstar” sneaker, holding a large event at their flagship store in Hong Kong’s Causeway Bay neighborhood. The event featured a performance by the new Pharrell Williams produced artist, BIA.
The influencer-focused event was an immediate crowd pleaser as each guest who attended received a fresh new pair of Superstars. The move was a brilliant way to re-inject the classic sneaker directly into the public eye.
Guests at the event, which included a mixture of actors, singers, models, DJs, entrepreneurs and fashion insiders, could immediately raise the profile of the timeless sneaker just by sharing their photos online.
Included in the bag along with the shoes was a small book detailing the history of the Superstar. In addition to its roots as a revolutionary basketball shoe, the Superstar went on to become the most iconic sneaker of the early Hip Hop era, and later experienced a revival in the 90’s, before becoming a stylish part of everyday wardrobes.
4PK + Rapper BIA hits Hong Kong!
Music for the night included a live set by the new group “4PK”, made up of locals Chef, Cinfamous, and DJ Prepare. At the event they received support from Edison Chen and M.C. Yan.
The A$AP crew’s Young Lord also made an appearance, playing a few songs.
The highlight of the night though was a special performance by new recording artist BIA, part of Pharrell Williams “I Am Other” family, who rapped a full set for the crowd.
BIA led off with her single “Chain Swang,” which you can check out in our exclusive video. (For best experience, please watch in HD!)
This was BIA’s first time performing in Hong Kong, and the audience was receptive to her music – even joining her for a few dances!
Adidas Originals, Causeway Bay
The Adidas flagship store on Kingston Street is a wonderland of the brand’s collections. A short walk from the MTR station, you can find exclusive Adidas Originals lines, collaboration projects, and more, all laid out in a sprawling two-story space.
Though known for trendy, high-priced fashion, over the past year, the Causeway Bay neighborhood has become a hotspot for sneaker shopping, with multiple brands opening up new outposts.
Adidas Hong Kong flagship store
6 Kingston Street
Causeway Bay, Hong Kong