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The ever-growing and popular Maboneng Precinct in downtown Johannesburg hosted a thoroughly entertaining Adidas gig on Tuesday evening, where a new pair of sneakers was launched.
Adidas Originals introduced Deerupt, symbolising a contemporary punch on its heritage with a radically new look.
While debuting a new profile that remains undeniably Adidas, it somehow maintained grid design inspiration.
The new sneaker made waves on social-media platforms too, although the event failed to attract the obvious celebrities.
The launch was probably intentional or perhaps there was no budget for bigger names in the entertainment industry.
Cape Town-based Stiff Pap dazzled the fans with their infused sound described as a combination of gqom, kwaito and hip-hop.
Another artist in the building was the talented Shekinah, who has just released her new song Please Mr.
Shekinah quickly disappeared in the crowd.
There was no easing of guests into the mood as they were served alcohol from the onset.
The crowd was almost dressed in Halloween-style attire with a little bit of Afro-pop.
The fact that there was no food provided seemed not to bother people, as they continued drinking and dancing throughout the night.
The guests were only allowed to pose for pictures next to the caged sneakers. You could look but not touch!
The Deerupt sneaker has been available in selected stores in all big malls in Johannesburg and worldwide since Thursday.
Buy Deerupt for R1 899 at Adidas Originals stores and at adidas.co.za
