RECORD STORE DAY 2022
ADIDAS
RETAIL CREATIVE. RETAIL PRODUCTION. EVENT ACTIVATION. INFLUENCER ENGAGEMENT.
adidas Originals is never just about attire; it's the vibes, sounds, smells, people, movements, and, most certainly, the music. For Record Store Day 2021 and 2022, adidas Originals partnered with the iconic Abbey Road Studios to help celebrate the power of music within today's culture and to create moments that local music lovers could enjoy.
The 2021 adidas x Abbey Road partnership offered young and undiscovered artists a platform to receive mentorship and see the possibilities of starting their own musical stories. In 2022, alongside adidas Originals, we checked back in with those young artists to provide them with the opportunity to perform in the Carnaby Street London store in the half-term week before Record Store Day 2022.
The performances started with Charlie Raphael-Campbell, a non-binary acoustic indie artist from North London. They were followed up by Elcee The Alchemist, who won the adidas Forum Studio activation in 2021. The performance area, set up at the rear of the store, had clear visibility from the Kingly Street window to engage the public as they passed by.
We fitted the store with various displays to celebrate Record Store Day 2022. The Fouberts Place window saw a visually striking and impactful vinyl celebrating 15 years of RSD with an Originals twist. The Kingly Street window also featured a sculptural hanging trefoil made out of vinyl records sprayed in the iconic Originals blue and customs labels.
On Record Store Day, in the store's activation space, we hosted a live Q&A panel featuring Abbey Road Studios master vinyl engineer Christian Wright, critically acclaimed music journalist Peter Paphides and British musician Lewis Durham. The panel discussed the processes of recording and creating vinyl records in an exclusive event with local partners, adiClub members and local press. Soho Radio broadcast the event live to over 3000 listeners and made the recording available as a podcast for many more.
To encourage sign-up to adiClub, members who purchased a product throughout the month received an exclusive adidas Originals vinyl slip mat and a Carnaby tote bag.
