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adidas Originals Unite Joburg

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On Friday, 15 November 2013, nearly 2000 of Joburg’s most influential gathered at Walter Sisulu Square in Soweto for an adidas Originals Unite Joburg event featuring Detroit hip hop artist Danny Brown.


Danny Brown’s touring DJ SKYWLKR warmed up the crowd before he hit the stage himself, entertaining the audience in his high-paced style. People had gathered from all the corners of the city to experience this, and were also entertained by sought after local artists – carefully selected to represent the original and authentic local styles and genres of Joburg. The diverse mix consisted of Mma Tseleng, Phat Jack, Cuebur, Tha Cutt, Kid Fonque, Scrambles4Money and DJ Switch.


adidas Originals Unite Joburg is a campaign which aims to stretch across culture, style, fashion and genre to unite the eclectic people of Joburg in new and exciting ways.


Paul Ward (photographer) and Lebo Rasethaba of Egg Films were both commissioned by adidas Originals to document the event, which has been captured in a series of photographs as well as two videos.




Video 1

Directed by: Lebo Rasethaba
Filmed by: Bauke Brouwer & Candice Brouwer
Exec Producer: Nicci Cox
Producer: Melanie Curtis
Edited by: Joao de Ornelas @ Left Post Productions


Video 2
Directed by: Lebo Rasethaba
Filmed by: Lebo Rasethaba,  Motheo Moeng, Mow Doomvader,  Sims Phakisi
Exec Producer: Nicci Cox
Producer: Melanie Curtis
Edited by: Joao de Ornelas @ Left Post Productions



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As another offshoot of the Unite Joburg campaign, adidas Originals and AREA3 are hosting a unique portrait exhibition this December.


5 Joburg photographers were handpicked to capture portraits directly from the streets, giving their interpretation of what unites the people of this vibrant city. The photographers – Hanro Havenga, Chris Saunders, Anthony Bila, Justice and Innocent Mukheli and Stephanie O’Connor – each had a day to capture as many portraits as they could in one of 5 iconic Joburg districts (Illovo, Maboneng Precinct, Newtown, Sandton and Soweto).


The results will be displayed at adidas Originals’ creative space in the Maboneng Precinct, AREA3. The exhibition will open on Tuesday, 3 December 2013 and will run until Sunday, 9 February 2014.


 AREA3_Unite Joburg Exhibition_Flyer


Follow adidas Originals on Instagram adidasZA and on Twitter @adidasZA #unitejoburg


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