adidas Originals has launched a new campaign in Connaught Place that brings together some of the neighborhood’s long-standing establishments to celebrate the local culture that has shaped the area over the years.
The campaign features collaborations with Nizam’s, Nirula’s, Gillu Florist, Mahatta & Co. and Radio & Gramophone House. Each partnership takes a different approach to bringing the adidas Originals identity into familiar parts of Connaught Place.
Nizam’s and Nirula’s have introduced special menus and co-branded elements, while Gillu Florist has created an Originals-inspired bouquet. At Mahatta, visitors can explore an archival showcase focused on the neighborhood, while Radio & Gramophone House has introduced a music-led takeover.
The campaign is built around the idea of connecting adidas Originals with places that already have a strong connection with Delhi’s culture. Rather than creating a separate campaign space, the brand has taken its activity into existing neighbourhood landmarks and incorporated its identity into places that people already know.
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The campaign also coincides with the opening of adidas Originals’ new store in Connaught Place, giving the brand a presence in the neighbourhood while using its surrounding cultural landscape as part of the launch.
