adidas Originals launches Club Originals – a new campaign celebrating creativity across the worlds of music, art, style and movement. Spotlighting the latest trailblazing talent including Disco Misr and Almas, the campaign looks to inspire a new generation of future-gazing creatives.

The new Club Originals campaign represents adidas’ ambition to continue to foster next generation talent, welcoming the adidas community and new creatives across the Middle East into the adidas Originals brand through visual and audio content that encourage creativity and collaboration.

Headlining the Club Originals campaign is a line-up of standout talent known for breaking boundaries while proudly paying homage to their heritage. Cairo-based Egyptian DJ trio, Disco Misr’s choice of music transports listeners to a nostalgic era of oriental, disco and funk tunes combined with electronic sounds. Also headlining the campaign as a vocalist is Almas, an Emirati- Egyptian singer and songwriter making waves across the region.

Through a one-time exclusive collaboration, Disco Misr and Almas recreate one of the region’s most iconic Arabic tracks of all-time, Mabsota, by Egyptian singer and songwriter, Simone Philip Kamel, using adidas’ Club Originals brand codes. The debut single is accompanied by a regional campaign film, where viewers are taken on a celebratory music journey combining nostalgic codes and modern trends in tribute to a unique identity formed amongst the region’s youth.

“At adidas we are passionate about celebrating the next generation of creators and Club Originals will provide a platform for young creatives to be inspired and get involved. We’re excited to bring together a collective of talent to inspire a new generation to think outside of the box across the MENA region. adidas Originals has played an authentic role in culture for over 50 years, and now we want to look ahead to the future of the brand, and to our future creative collaborators.” – Bilal Fares, General Manager, adidas MENA

adidas Originals has always played an authentic role in entertainment culture, from Run DMC’s signature styling of the Superstar to the influence of the Gazelle on 90s indie icon Noel Gallagher, and how the Rivalry has transcended basketball courts to skate parks. Now adidas is celebrating the originals of tomorrow by inviting them to be a part of the Club Originals celebrations.

Inspired by the global Club Originals campaign that featured the freshest talent from across Europe. From London-based American singer, performing at Coachella this summer, Ashnikko, Indie Rock artist Bakar, and Rinse FM host and DJ Jyoty. Singer and rapper Ronisia, non-binary artist and dancer Habibitch and German singer Nina Chuba all star in the launch, alongside rapper Rin, artist Jakman and musicians Natalia Lacunza and Tananai.

To find out more about Club Originals visit https://www.adidas.ae/en/originals