By  on March 19, 2018

Workshops on how to make a look book, tattooing and art prints — it’s not the typical fare surrounding a shoe launch, but Adidas is beefing up what it’s calling an overinvestment in six key cities to achieve its 2020 business goals.

To that end, when the company unveiled its Adidas Originals Deerupt silhouette last week (public release slated for March 22), the rollout activity for the shoe — which taps a grid design popularized by the brand’s Eighties marathon trainer — was far from conventional. The launch events focused on Paris and Los Angeles, kicking off at the Louvre Carousel with a dinner that included a keynote from senior vice president of global creative Nic Galway. That was followed by a series of classes, including an embroidery and print lab from Bureau Berger, a how-to on making look books steered by Paul & Martin and a tattoo class from artist Leo Gavaggio. The celebration moved to downtown Los Angeles this past weekend for workshops and an experiential set of exhibitions and dance performances looking to up the ante on social media moments that played up the Deerupt’s grid pattern.

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