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Go Behind the Scenes as adidas Introduces Deerupt at an Exclusive Launch Event in Paris

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Nov 03 2019

Disruptively simple, Deerupt has arrived


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Yesterday, adidas welcomed a curated guest list of global sneakerheads and industry figures to Paris to embark upon a 36-hour immersive experience in celebration of the sportswear giant's latest sneaker franchise; the Deerupt.

Undeniably adidas, the Deerupt is disruptive through the simplicity of the grid. Born from the courage to disrupt the adidas design DNA, the new sneaker celebrates a return to bold colour, radical comfort, and unprecedented silhouette. As the world seeks streamlined experiences, fashions, and trends, simplicity arrives in its most disruptive form.


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Taking over five famed Parisian hotels, the deeruption began with a series of blacked-out Mercedes shuttle vehicles arriving to collect adidas' guests and transporting them to a secret location for an exclusive dinner in celebration of adidas' future icon.

Arriving by moonlight at the iconic Museé de Louvre in the heart of the city, the immersion began as guests were ushered into an augmented reality dining experience which placed the primary source of inspiration for the Deerupt - the grid - at the epicentre of the encounter. An Instagram-opportunist's haven, the evening was a multi-sensory exploration of the fundamental principles, design ideas, and archival references which informed the Deerupt's DNA.


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Simon Bus led a Q&A with adidas Creative Director, Nic Galway, which offered an intimate look behind the scenes at one of the world's leading athletic brands. Each guest was invited to enter the grid as they heard of adidas' innovative 'work in progress' ethos, which centres around having a conversation with culture to inform athletic-led design which resonates with a zeitgeist-defining squad of early-adopting global consumers.

The refreshingly candid Q&A was followed by a grid-inspired medley of exotic fusion foods; each course the work of one of Paris' leading chefs and designed to reflect the disruptive simplicity of Deerupt.


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Returning to the Louvre today for a series of interactive workshops which centered on delving deeper into the Deerupt's journey from concept to product, adidas designed 8 digital experiences in collaboration with a series of high profile creative partners from across Europe.


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Focused entirely on the power of the grid as a design source; as a force of nature; and as the foundation of design itself, the experiences ranged from a mind-bending virtual reality environment built by creative agency Monochrome to 3D grid mapping of guests by Bonjour Lab.

Follow the story as the 36 hours reach their climax over on Instagram.

Available in four disruptive colourways, the adidas Deerupt Runner launches 22nd March 2018 at END. Launches.


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