SOHO WARRIORS X END X ADIDAS
London based, community football club Soho Warriors, have once again teamed up with clothing brand END to launch the adidas OG Malmo.
A classic sneaker from adidas' extensive terrace shoe archive, the Malmo is a welcome reissue from the ever-iconic City Series. Boasting vintage style wrapped up in the coastal Swedish city's signature yellow and blue colours, the Brand With The Three Stripes nod to the City Series' history, offering up this '70s icon for the modern day.
Starting with the Warriors and friends coming together to kick off the re-issue of the OG Malmo. An a 11-a-side game, with fully customised vintage themed kits. Beautiful! Along with bespoke numbers, badges and graphics all created uniquely for the occasion – which formed part of the Warriors established City Series.
The game acted as the initial activation across both END and the Soho Warriors’ social channels for the weekend release of the OG Malmo, which was captured by director Gabriel Moses, with the players making up his subjects.
You can view the short film here.
The in-store activation at END in Glasgow, saw a unique and exclusive customisation workshop, from members of Dent International, (the brains behind the creative). Customers were asked to signup ahead of the event, with appointments happening on a first come first served basis.
Those lucky enough to grab a spot were able to select their shirt and customise it as they saw fit. Unique front, reverse and sleeve graphics were created, along with a selection of END and Soho Warrior theme embroidered badges.
The event marked a second collaboration between END and the London based community team, that is now into its tenth year. It’s fair to say this event marks another successful collaboration between END and the London based creative agency, DENT International – who’s work is proving that at the heart of solid engagement, lies simply a strong creative personality with a community based insight.