This past Saturday, 10 May, Between 10and5 headed to Victoria Yards in Johannesburg for the third annual adidas Originals Studio workshop and it did not disappoint. Hosted by adidas SA to mark the global launch of the SS’25 ‘THE ORIGINAL’ campaign, the day was a full-on creative exchange. From immersive workshops to live panels and music, it brought together emerging talent and industry disruptors in the best way possible.
This year’s Originals Studio, powered by Superstar, focused on turning inspiration into action with four hands-on workshops where young creatives got to build, experiment, and collaborate with artists and cultural visionaries – true Originals in every sense.
We started our day with Workshop 1: A Return to the Basics led by branding experts Jana + Koos, diving into the power of storytelling, sketching and ideation.
Over in Workshop 2, genre-blurring muso Muzi broke down his creative process in The MUZI Method, offering a peek behind the sonic curtain.
At Workshop 3, Solo (of Backyard fame) brought streetwear to life with a screen-printing experience that had everyone rolling up sleeves and getting hands-on.
Workshop 4 pushed us further, illustrator Yay Abe challenged attendees to uncover their own visual language in a powerful session on originality and identity.
Between workshops, the energy didn’t drop for a second. We caught standout keynotes hosted by the ever-engaging Pamela Mtanga, who guided the day effortlessly. The speaker line-up? Nothing short of iconic: Thebe Magugu, Bee Diamondhead, Thatiso Dube, and Nandi Dlepu all took the stage to share insights on creativity, culture, and building new narratives.
In line with adidas Originals’ DNA of music, fashion and art, a standout panel on the ‘business of music’ added another layer to the programme. Hosted by strategist and podcast host Zethu Gqola, the conversation featured voices like Amanda Dandala, Reba Shai, and Jade Kelly Wilson, who unpacked the intersections of sound, branding, and the hustle behind the scenes.
As the sun set, the day closed with a bang: Thebe Magugu, DJ Doowap, Muzi, and Tyler ICU took to the decks and gave us the kind of closing set that still has us buzzing.
Originals Studio 2025 wasn’t just something we attended, it was a movement of minds, powered by creativity, collaboration, and an unwavering celebration of originality.
Images by @setlifestudiossa
