Come immerse yourself in the ultimate street culture experience at the Capsule Festival which will be taking place on the 16th of September at Mary Fitzgerald Square in Newtown. Known as the Mecca of street culture, the Capsule Festival will be showcasing the best in music, art, food and fashion. There will be 20 brand pop ups and adidas Originals will be one of the big brands taking part in the festivities of the day.

It is a known fact that adidas is at the helm of street culture. It comes as no surprise that adidas Originals will be activating at the Capsule Festival. As a headline exhibitor, adidas Originals will be presenting a premium range of product, spanning both men’s and women’s footwear and apparel in an interactive retail space, which invites fans to explore the fresh franchises: Tubular, NMD and EQT to name a few.


Leading up to the festival, adidas Originals has partnered with revered portrait photographer, Cedric Nzaka aka @everydaypeoplestories, to capture authentic street style imagery of Johannesburg Originals wearing 3-Stripes as part of their partnership with Sportscene to create hype around the unique and engaging brand pop-up, which they will be unveiling at Capsule Fest.

Further, in the spirit of creative collaboration, adidas Originals will be offering festivalgoers who are wearing adidas footwear the opportunity to partake in an exclusive studio photography experience with Cedric. Sneakerheads wearing adidas footwear will also be granted access to the adidas Originals VIP lounge which will be kitted out with comfortable seating and a complimentary bar service, with beats and front row views of live performances from the best in the game.

Make any purchase at AREA3 or the adidas Originals store in Sandton City to the value of R2000 or more and receive a set of double tickets to attend Capsule Fest. You can also showcase your style by sharing your adidas streetwear look on Instagram. Tag @adidasZA. #adidasOriginals & #CapesuleSA to stand a chance to win a set of double tickets to attend Capsule Fest.