adidas Originals and Foot Locker celebrate the communities in Europe that shape sneaker culture – with a campaign centered around the Megaride and Lamine Yamal.
Since the launch of the Megaride at Foot Locker last year, adidas Originals has been working closely with local collectives. Together, they create events and content that bring the spirit of each community to life.
The Megaride represents a clean, confident look with a futuristic aesthetic. It’s about more than style – it’s the spirit that’s celebrated: culture, dynamism, and a true community.
As the face of the campaign, Lamine Yamal embodies precisely this attitude. The young soccer star is known for celebrating his roots – after every goal, he signs his Rocafonda neighborhood with the number 304. Now, he’s at the center of the new Foot Locker campaign centered around the Megaride.
In keeping with this community spirit, adidas Originals and Foot Locker have invited four creative collectives from Europe (BanlieusardNouveau, HellHeaven11, Winner Circle, and MCR). They have been designing local activities and bringing the campaign message to their cities since December of last year: from St. Denis and Marseille to Cologne and Milan.
The campaign continues this summer. With local activations in Paris, Lecce, Asturias, and once again in Marseille, Foot Locker and adidas Originals are strengthening sneaker culture where it originates—right in the heart of communities.
More about the Megaride can be found on @FootLockerEU and the collectives‘ channels.
