Yaito adiland - NYFW

Context

New York Fashion Week is one of the most saturated moments in the global fashion calendar. For adidas Originals, the challenge was not just to show up, but to cut through with something that felt culturally relevant, immersive and unmistakably adidas.

The ambition was to create a moment that went beyond fashion insiders, blending style, music and community into a single experience that reflected the brand’s roots in culture rather than the runway alone.

Connection

We brought Adiland to life as a one night activation during New York Fashion Week, created in partnership with adidas Originals and YAITO.

Part carnival, part music festival, the event transformed the space into a high energy playground where fashion, sound and community collided. Guests explored a full scale Ferris Wheel alongside classic carnival games, rides and prizes, creating a playful contrast to the formality often associated with Fashion Week.

Local New York vendors served food and desserts, grounding the experience in the city’s creative scene, while a curated lineup of DJs kept the atmosphere moving throughout the night. Surprise appearances from Ice Spice and Run-DMC added to the sense that this was a moment rooted in music culture as much as fashion.

The night culminated in an unannounced performance by Clipse, pulling the crowd to the stage and transforming the carnival into a full scale live concert.

Impact

With over 1,000 attendees, Adiland became one of the most talked about activations of New York Fashion Week, standing out for its scale, energy and cultural relevance.

By merging entertainment, community and brand storytelling into a single experience, adidas Originals created a moment that felt open, inclusive and unapologetically bold. The activation was later named Best NYFW Activation 2025 by Complex, cementing Adiland as a defining cultural highlight of the week.