adidas Originals Poetry Jam celebrates originality and hip-hop in UAE

Published October 12th, 2009 - 03:40 GMT

 adidas Originals is celebrating its 60th anniversary with an Originals Poetry Jam, the first of its kind in the nation. The groundbreaking event was held to coincide with the opening of the third Originals store in the UAE at BurJuman, one of the most popular shopping destinations in Dubai. The event was also attended by Ian Brown, the former lead singer of alternative rock band, The Stone Roses, and the face of the adidas Originals by Originals Kazuki collection for Spring/Summer 09.


The Originals Poetry Jam featured some of the UAE’s top hip-hop artists and MCs who participated in a spoken-word competition, bringing together a cultural tradition – poetry – and a modern musical evolution – hip-hop. Hosted by Dubai-based producer and MC, Lucky “Swerte” Schild and featuring five diverse artists, the Originals Poetry Jam set the scene for a unique blend of lyrical innovation and artistic talent.


Commenting on the event, Eduard Massier, Marketing and Business Development Director, adidas Emerging Markets said: “Hip-hop and urban culture in the UAE has gained tremendous prominence in the last few years, with some of the local artists receiving global airplay. The collaboration with Def Jam provided us with a unique opportunity to host an event that encourages local talent and celebrates adidas Originals’ heritage.”


The Originals Poetry Jam saw diversity and originality in the performances, yet each artist left an impression with the audience. Phat Mo, the first artist on stage, was also crowned the winner of the informal competition and walked away with an adidas Originals Def Jam bag filled with products from the new collection.


“It was a great experience and I love the fact that so many different people from different backgrounds and different tastes in music came together for an evening of poetry. It proves that hip-hop culture in the UAE is alive and kicking – it’s not just about the commercial things you see on TV. It was a privilege to be invited to an evening hosted by adidas and Def Jam – Def Jam was the label that started it and adidas is the brand that supported it and took it to a global level,” said Phat Mo.


Few streetwear brands have such authentic, deep roots or genuine connection to music as adidas. As an intrinsic part of contemporary and original hip-hop style, adidas comes together with Def Jam in their 25th year to break new ground with a unique collaboration with the label. The collection consists of co-branded footwear out of the Five-Two-3 range and apparel styles like t-shirts, track tops and hoodies featuring the Trefoil logo as well as the Def Jam sign-off or the legendary graphics such as the turntable tone arm graphic.

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