DESIGNED FOR THE UNDERREPRESENTED

Hip hop Choreography exists at an intersection of emotional expression, art, and sports, yet it had its stuggle to success in the past few decades. What once used to be a way to make a quick buck on the streets, has now flooded popular culture and dance studios.

IT'S TIME TO GIVE THE FLOOR TO THE STREETS. IT'S TIME THEY ARE REPRESENTED.

THE MECCA: NORTH HOLLYWOOD

Hip hop dance communities exist all over the world but the capitol of dance exists in North Hollywood right next door to the entertainment captial of the world. Dancers from all over the world travel here to chase their dreams of becoming a professional dancer.

THE STORY STARTS HERE.

MEET THE DANCERS

• Ages 18 - 30
• Located in North Hollywood
• Lives in an apartment in with roommates
• Works 2 jobs to support thier lifestyle
• Travels by bus or metro
• Dances on days off, or whatever time they have
• Committed to dance, and not going to school

THE DANCERS HAVE SPOKEN

Dancers spend hours each day dancing in a studio. Durability, keeping cool, and most of all comfort are the most important functions they look for when buying clothing and shoes

MY ADIDAS, MY ADIDAS

Adidas since the 90's have infused hip hop culture into their brand DNA, since the begining with RUN DMC to the recent Kanye West and Pharrel Williams. As the dance community continues to rise in popularity, Adidas is the rightful hier to represent this community.  

ESTABLISHING PRESENCE

To bring a brand presence and a gesture of representation, Adidas will launch its own dance studio paired with its automated shoe manufacturing system. Here dancers can learn and create with each other as well as co-create shoes with Adidas to make the perfect fitting shoes that meet their needs. 

PROCESS