How the adidas Forum Newsroom Inspired a New Generation of Creators
The Newsroom was set up as a collaborative space for a hand-picked crew of Creators – a diverse bunch of photographers, designers, artists and creatives – to hone their skills and ideas in celebration of the classic adidas Forum basketball shoe.
The Creators channelled the unique spirit of their predecessors to continue the adidas Forum’s presence as a – 35 years after its on-court debut. They also explored what the retro model represented when it was viewed through a creative lens. Enriched by their unique experience, the Creators say they left the Newsroom with a renewed drive to promote expression in the world around them.
Jewel: The first day of production 100 per cent: we had a few weather challenges with rain, but we prevailed! Teamwork makes the dream work. Another top highlight was being in the adidas Forum Newsroom itself, meeting all the other members, and communicating our ideas. That was incredibly inspiring.
Jewel: No idea is too big! I loved seeing how creative everyone became with their conceptual idea about the narrative behind the shoe. In some way, the story behind the Forum connected to each of us, and we presented our reformed version of that narrative into our own.