How Our adidas Collaboration Brought Culture, Community and Creativity to the High Street

At Creative Debuts, we don’t believe art should live behind closed doors — we believe it belongs in the everyday. And in our most ambitious brand partnership to date, we teamed up with adidas Originals to prove just that. What started as a shared vision to support emerging creatives quickly evolved into a record-

breaking international event series, transforming flagship retail spaces into live creative hubs in both London and Paris. This wasn’t just about art—it was about culture, identity, and showing what happens when brands lead with purpose.

Turning Retail into a Creative Movement

Over the course of 15 sold-out events, adidas and Creative Debuts gave hundreds of emerging artists a platform to showcase their work — from live illustration to mural installations. Footfall skyrocketed. Conversations sparked. The creative community took notice.

In just the 2 Oxford Street events alone these were the numbers!

● +5,000 adidas app sign-ups

● +6.1 million impressions

● 118% turn-up rate (limited only by store capacity)

● 55% uplift in store traffic

● 8–9pm: highest hourly trade performance

These numbers didn’t happen by accident. They were driven by community-first thinking, real representation, and art that meant something.

A Cultural Moment for International Women’s Month

One of the defining moments of the campaign was our International Women’s Month exhibition — curated by illustrator Alexis Eke. Her role, along with a lineup of curators and creatives including Maryam Lawal, Tina Ziegler, and Captain Kris, was to spotlight female- identifying artists and Black creators who don’t always get the exposure they deserve.

“The strongest community-connecting event I have ever seen inside retail.”

— Jonathan Muir, Global Director, Retail Activation, adidas From Alexis displaying her own work for the first time in London, to live installations by Alana McDowell and Sky Kelly-Barrett, the space came alive with stories that weren’t just seen — they were felt.

Retail as a Platform for Real Impact

In an era where retail is being redefined, this series showed what’s possible when brands do more than sell — when they empower. This wasn’t about foot traffic. It was about opening doors. And the results speak for

themselves: increased app engagement, peak sales performance during activations, and brand spaces transformed into cultural destinations.

Why This Partnership Worked

At Creative Debuts, we exist to give artists from underrepresented communities the platform and support they deserve. adidas believed in that mission — and together, we delivered a blueprint for how creative brand partnerships can go beyond branding and build something meaningful.

Looking Ahead

This series is a milestone — but it’s just the beginning. As we continue to bring emerging art into unexpected spaces, we’re always looking for brands ready to do things differently.

Want to turn your next retail activation into a movement?

[Get in touch with us] to find out how we can create unforgettable, culture-first experiences with your brand.