South Africa, May 2025: To celebrate the recent global launch of the SS’25 ‘THE ORIGINAL’ campaign, adidas SA hosted its third annual Originals Studio workshop on Saturday, 10th May 2025 at Victoria Yards, Johannesburg. Aimed at bridging the gap between emerging creatives and industry leaders, this year’s edition brought together local and globally celebrated industry disruptors to a full day of hands-on workshops, inspiring keynotes and an unforgettable music experience.
This year’s Originals Studio powered by Superstar turned inspiration into action with four hands-on workshops that offered a rare chance for young creatives to build, experiment, and collaborate alongside forward-thinking artists and visionaries, Originals of self-expression and originality.
Workshop 1: A Return to the Basics – led by branding experts, Jana + Koos, focused on storytelling fundamentals: the power of ideas, sketching, and writing in shaping a brand from scratch.
Workshop 2: From Beats to Mix – The MUZI Method – hosted by genre-bending muso Muzi, explored sound construction and the creative process behind building sonic identity.
Workshop 3: Streetwear from the Ground Up – a tactile, screen-printing experience with noisemaker and Backyard founder Solo, invited guests to bring their design visions to life.
Workshop 4: Discover Your Unique Visual Language – led by industry heavyweight Yay Abe, challenged attendees to express their individuality through visual storytelling.
In between these immersive sessions, the main stage pulsed with energy as attendees soaked up insights from a lineup of keynote speakers shaping South Africa’s cultural and global scene. Alluring the audience with her hosting prowess, media personality and digital entrepreneur Pamela Mtanga kept the audience glued to the stage while a powerhouse line-up of cultural icons delivered their keynote talks, including award-winning Contemporary South African fashion designer, Thebe Magugu, Creative director and Stylist, Bee Diamondhead, High End Streetwear Brand Founder, Thatiso Dube and Cultural architect and founder of Mamashaka, Nandi Dlepu.
Staying true to adidas Originals’ core pillars of fashion, music and art, music enthusiasts were treated to a panel discussion that deep dived into the ‘business of music’ led by podcast host and award-winning marketing strategist Zethu Gqola, featuring founder and director of creative agency Amanda Dandala, music curator and record label manager Reba Shai and multi-disciplinary creative director Jade Kelly Wilson. As the sun set over the city, Thebe Magugu, DJ Doowap, MUZI, and Tyler ICU lit up the decks, closing out the day with energy, rhythm and that unmistakable Originals vibe. Originals Studio 2025 wasn’t just an event, it was a movement of minds, celebrating collaboration, creative confidence, and the power of original thinking