adidas Originals illuminates creators of the night at Nite Jogger: It’s never too late

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As dusk settled into night last Saturday, night creators of every kind descended on the DECK for a uniquely ‘Day vs Night’ themed adidas Originals pop-up event, rousing the sleepy Rochor area to life.

At ‘Nite Jogger: It’s never too late’, hosted by 987FM radio DJ Joakim Gomez, adidas celebrated the return of its iconic reflective sneaker Nite Jogger with a curated roster of performances and activities traversing dance, music and streetstyle, featuring creators of the night. More than 250 guests including members of public, media and adidas creators, explored a transformed DECK – the venue’s grounds were divided into distinct ‘Day’ and ‘Night’ themed zones, reflecting the duality of the sneaker’s design.

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The day started strong with DJ Prav from .Wav(y). Helming the decks with his unique blend of new age hip hop, Prav pumped up the crowd and kicked the day’s festivities into high gear, setting the stage for artist and rapper, “Far East Empress” Masia One, to raise the roof with her effortless sing-rap flows.

In the event’s ‘Day’ zone, guests explored a photo gallery featuring Singapore creators’ portraits, including the likes of photographers Lee Yik Keat and musician Jasmine Sokko, and laid hands on an assortment of new Nite Jogger colourways at the adidas Originals pop up store. At an exclusive styling session held within the space, fashion stylist and adidas Creator Grace Lim served up the latest in streetstyle, offering tips on how guests can create their own unique looks with the Nite Jogger.

Venturing into the dark ‘Night’ zone, guests were immersed into a world of psychedelic, neon colours. A first-of-its-kind shoe customisation experience awaited guests who came with their Nite Jogger or adidas Boost shoes. After creating their own marbling patterns with special paints, guests then submerged the soles of their shoes into the patterns, producing unique skinned designs.

Delving deeper into night, the spotlight turned to two up-and-coming youth dance crews – SJX from Recognize! Studios and SMU Eurhythmix – who squared off in a ‘Day VS Night Dance Battle Showcase’ with the Nite Jogger on foot. Leading in to the battle with freestyle solos, both sides progressively upped the ante and rounded out the showcase in full force with a whole crew dance off.

In an Instagram contest held before ‘Nite Jogger: It’s never too late’, adidas called on dance crews to bring their creative vision of Day vs Night to life through dance video submissions. The two top crews – Stitches and NOOOICE! – that emerged were invited to the event for a dance off.

While four-man crew Stitches impressed the judges with their slick moves and synchronicity, it was NOOOICE! that pulled out all the stops with their energetic and playful performance to triumph in the Dance Crew Showdown. NOOOICE! crafted a unique routine peppered with jawdropping shoe tricks, a dance number that embodied the unrelenting creative spirit of adidas creators of the night.

Yinrou Yak, Senior Manager, Brand Activation, adidas Singapore said: “The night-time is truly when creativity comes to life. We saw that on Saturday night with an amazing display of dance, music and art by the local creative community. True to the Nite Jogger tagline, we want creators to know that “It’s never too late” to pursue their creative vision. We hope that ‘Nite Jogger: It’s never too late’ has inspired them to push their creativity to the next level, and aspire to greatness in their fields. ‘Nite Jogger: It’s never too late’ is our first adidas Originals event for 2019 – the beginning of an exciting rest of the year for us.”

NOOOICE! walked away with the grand prize, a 6-month product sponsorship from adidas worth $3,000, while runners up Stitches received an adidas product sponsorship worth $1,500.

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