adidas Hosts “The Sound of Superstar(s)” Concert in Paris

On September 17th, the adidas arena in Paris was transformed into a stage for The Sound of Superstar(s), a one-night celebration of the adidas Superstar’s lasting cultural impact. The event brought together thousands of people for a free community-powered concert that underscored the silhouette’s influence across generations. A lineup spanning global stars and rising talent filled the bill, with performances from Angèle, Asake, Luidji, Theodora, Shygirl, La Mano 1.9, SSSound, and Marion Motin with her dancers, all guided by MC Mariana Benenge. Each artist took the stage in their own interpretation of the Superstar, with La Mano 1.9 sporting a custom one-off pair that captured the model’s versatility across genres, from Afrobeats and rap to pop and experimental sounds.

In the lead-up to the concert, adidas turned the arena into a city landmark. Shoebox-inspired graphics covered more than 1,500 square meters of the building’s base, while the upper facade featured massive portraits of campaign ambassadors including Angèle, Anthony Edwards, Jules Koundé, Jennie Kim, and Missy Elliott. Some of the portraits reached over 15 meters tall, making the arena unmissable from September 13th to 20th and creating a social media moment that extended well beyond the show itself. Tickets were distributed mainly through the adiClub community, rewarding members for their engagement with the brand. The final 600 tickets were released at the Champs-Élysées flagship store, where lines wrapped around the block as fans waited for a chance to attend.

Inside the arena, guests were immersed in a full takeover that included campaign visuals and photography throughout the space, exclusive event merchandise, and displays of the latest Superstar and Firebird collections. Known as the home of Paris Basketball club and a hub for urban culture, the arena served as the perfect setting for a night that merged music, fashion, and sport. With its free admission, broad lineup, and powerful visual execution, the concert showed how the Superstar continues to connect with new generations while reinforcing its legacy as one of adidas’ most iconic shoes.

The Paris celebration marked just one piece of a larger campaign running throughout 2025, with retail activations, product drops, and digital storytelling keeping the energy of the Superstar alive across Europe.