During Turin’s Contemporary Art Week, adidas Originals participated as the Main Partner of the 22nd edition of the C2C Festival, held from October 31 to November 3, celebrating emerging talent in a context that intertwines art, music, and urban culture. Specifically, the adidas Originals program presented two main events: an art installation by London-based designer Weirdcore and the ADIDAS ORIGINALS X C2C FESTIVAL closing event at OGR Torino.
Weirdcore, known for his innovative visuals and work with avant-garde artists, crafted a one-of-a-kind visual experience with hypnotic lights and posters inspired by 90s rave culture, setting the stage for the closing night.
On the night of November 3, a lineup curated by adidas and C2C Festival featured artists like Evilgiane, Sofia Kourtesis, John Talabot, and Miss Jay. Surrounded by Weirdcore’s immersive visuals and dressed in adidas from head to toe, including the new Aruku sneakers, the performers transported the audience on a sonic journey beyond traditional genre boundaries, promoting a message of inclusivity and expressive freedom.
