adidas Originals is marking the upcoming opening of its new Connaught Place store with a neighbourhood-led campaign celebrating some of the area's long-standing establishments.
The initiative, built around the idea of “legacy meeting legacy”, partners with Nizam’s, Nirula’s, Gillu Florist, Mahatta & Co. and Radio & Gramophone House. The brands have been part of Connaught Place’s commercial and cultural landscape for several years.
As part of the activation, the establishments have been given adidas Originals-inspired treatments. Nizam’s and Nirula’s are offering special menus and co-branded elements, while Gillu Florist has created an Originals-inspired bouquet. Mahatta & Co. is hosting an archival showcase focused on Connaught Place, while Radio & Gramophone House is being used for a music-led activation.
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The campaign brings adidas Originals into existing community spaces rather than limiting the store launch to a conventional retail-led promotion. It uses food, music, photography and local culture to connect the brand with establishments that have longstanding associations with the neighbourhood.
The activation is positioned around the brand's focus on individuality, self-expression and community, while recognising the businesses that have contributed to Connaught Place's identity.
