adidas Brings the Metaverse to Lollapalooza 2022 in São Paulo

The highly anticipated music festival Lollapalooza returns to São Paulo, Brazil, in 2022, with

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The immersive experience integrates ADICUSTOM into its AI, a design mod that customizes adidas footwear with bespoke laces, buttons and cloth patches. The ADIVERSE WebApp facilitates downloadable content so users can save notable photo ops during live performances.

In partnership with adidas, local artists Kauê Fidelis, Vinícius Allencar and Nihao developed a capsule collection featuring custom prints emblematic of their creative disciplines. Exploring themes of LGBTQIA+ representation, Black identity and the joy of creative expression through community, all three artists capture the inclusive environment and spirit of Lollapalooza manifested in their unique visual language. The SUPERSTAR LOLLABR sneakers are a notable callout in the collection: the embossed all-white leather upper features Lollapalooza Brazil lettering and an embroidered logo at the tongue. Tonal topstitching outlines the chunky gum sole, and the lateral panels see oversize Three Stripes branding. The outer heel features a purple overlay contrasted by black counter lining and white laces.

The glow-in-the-dark sneakers easily transition throughout the three-day festival, from midday jam sessions to psychedelic mosh pits in the evening. The accompanying creative campaign features Two Lost Kids, an art collective comprised of sisters Thali and Gabi.

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Head over to adidas home website to shop the latest Originals lineup. Follow Lollapalooza Brasil coverage on Instagram @Hypebeastbr.
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