To bring these stories to life, we worked closely with emerging local talents, each sharing their personal connection to their hometowns and the cultures they represent. In collaboration with Paris’ Gazo and Berlin’s Lucio101, we produced two music videos that reflect their respective scenes. The campaign also includes a short film starring the legendary Italian rapper King Marracash.
Created with a deep understanding of what it means to live and breathe the streets, Home of Culture honors the people who actively shape this movement. Since its launch in summer 2020, it has served as the overarching campaign theme for multiple productions and remains a core part of the adidas Originals x SNIPES collaboration universe.