The campaign launched by adidas and Foot Locker to celebrate the Chile20 collection has come to an end. Made for the 1962 World Cup, the collection became an aesthetic manifesto for artists in the music scene and a true cultural phenomenon.
In 2023, the German brand is celebrating Chile20’s 50th anniversary, and for the occasion the stores in Via del Corso in Rome and Corso Vittorio Emanuele in Milan were involved, with an initiative that celebrated the past while looking toward a more inclusive future.

By shopping for a piece of the new collection, presented in the “Alumina” and “Chalk Brown” colorways, customers also received a special fanzine that gave a special prize to two customers. In fact, inside just one of these poster-zines for each store was a “golden ticket,”  that gave access to the drawing of a special sound box with a microphone, headphones and everything needed to listen to and record new music inside.
The new campaign by adidas and Foot Locker consolidated the link between the Chile20 collection and its community of fans. It also gave a new image to the iconic collection, telling a chapter of the phenomenon that paved the way for Hip Hop artists, allowing them to feel part of a movement that has expanded over the years, influencing creativity on many levels.