adidas Partners with Coachella Music Festival Providing Attendees with Elevated Experiences, Surprise and Delight Moments, and a Desert Mirage Throughout Weekend One // .@adidasrunning #Ultraboost .@adidasoriginals #ARKYN #TLKS

FADED4U April 23, 2018

adidas Partners with Coachella Music Festival Providing Attendees with Elevated Experiences, Surprise and Delight Moments, and a Desert Mirage Throughout Weekend One

adidas Originals partners with the Coachella Valley Arts and Music Festival and joins thousands on their journey through the desert and celebrate one of the pinnacle manifestations of creativity and art. The partnership with Coachella provides adidas with the opportunity to create human connections that transcend product. As a result, the brand is showing up at unexpected places and times with events that showcase passion for culture and sport and enhance the festival experience.

“As a brand, we have always recognized the role that moments like these play in shaping culture and embraced them; that’s unique to what we do,” said Kelly Olmstead, VP of Brand Activation for adidas America as she acknowledged the impact that cultural summits like Coachella have on the world surrounding them.

Throughout the weekend, The Hub, a blue and white vintage van, served as the connection point for all adidas Originals product drops at the festival campgrounds. Thousands of lucky fans were surprised with new sneakers and tees as a patrol of Originals vendor carts roamed the grounds. In addition to new adidas gear, festivalgoers were given food and drink vouchers plus tickets to ride the iconic Coachella Ferris-wheel.

Other events for Weekend One included the adidas Running pop-up mirage on Friday at the Clima Experience featuring Ultraboost Clima in the middle of the Palm Springs desert. Nearly 700 travelers, including Denver Broncos’ Von Miller, LA Chargers’ Keenan Allen, Pittsburgh Steelers’ Ju Ju Smith-Schuster, and Miami Dolphins’ Andre Branch stopped by on their way to Coachella to check out adidas’ latest performance drop with new technology.

In parallel, adidas Originals celebrated the launch of the female-exclusive ARKYN with a #TLKS conversation at the notorious Zenyara Estate outside Palm Springs. Moderated by Katie Willcox, author of Healthy is the New Skinny and a challenger of female stereotypes in media, the panel featured Coachella performing artist Lauren “KITTEN” Abedini, social media personality and activist Amber Whittington, celebrity stylist Ade Samuel, and businesswoman and influencer Olivia Perez. The group delved in conversations about confidence, breaking stereotypes, and using media to correct conventions of self-image. About disrupting the male-dominated creative industry, Amber Whittington sighted, “it usually means being comfortable when put in uncomfortable situations.”