Post by adidas

Made for Melbourne 🇦🇺 🪡 adidas Melbourne, in partnership with UP THERE, has unveiled the second chapter of the Melbourne Consortium as part of the adidas City Series.  Building on the success of the debut release, chapter two introduces an exclusive black colorway - a subtle yet powerful nod to Melbourne's identity.  While the first chapter served as a love letter to the city, this next installment brings a sharper edge and attitude, celebrating the subcultures and creative personalities that define Melbourne today.  🎬The campaign has been brought to life through a series of short films spotlighting local communities and activations inspired by Melbourne's architecture, hospitality, and cultural scene.  The Consortium partnership with UP THERE demonstrates the power of empowering local markets and partners to create work with genuine cultural relevance and local nuance, resonating because it's built from the inside out.  Huge credit to the teams across the business who helped bring this project to life. Check out the films highlighting some of Melbourne’s communities, here:👇 #inside3stripes #adidasOriginals #UPTHERE #Melbourne #Originals #SneakerCulture

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