Westfield and Adidas

Adidas and Westfield Brief

Objective:

To provide a creative director capable of conceptualising, choreographing, and executing a high-energy, impactful fashion dance show for Adidas at the Westfield shopping centre in London, UK.

The goal was to create an unforgettable experience to captivate the audience and showcase Adidas' Spring/Summer collection dynamically and engagingly.

Implementation:

International creative director and choreographer Kwame Knight contributed his expertise and vision to the Adidas and Westfield collaboration.

Kwame choreographed and designed a show that seamlessly fused fashion and dance, ensuring a high-impact performance that would leave a lasting impression on the audience.

The show featured dancers blending street dance, hip-hop, and acrobatics, focusing on athleticism, style, and creativity.

The dancers performed a series of thrilling routines, showcasing the brand's latest Spring/Summer collection with dynamic movements and energy.

The choreography emphasised the fluidity of Adidas' apparel, highlighting its comfort and versatility while showcasing its cutting-edge style.

Kwame worked closely with Adidas and Westfield to create a bespoke performance tailored to the MY2013 stage inside Westfield London. The stage was transformed into a vibrant, high-energy space where the dancers' movements brought the Adidas collection to life.

The performance was designed to showcase the clothing and engage and excite the audience, creating a memorable experience that bridged fashion and entertainment.

Through Kwame's innovative choreography and creative direction, the fashion dance show became a highlight of the Westfield shopping centre, effectively positioning Adidas as a leading brand in athletic and streetwear fashion.

The event drew in crowds and energetically and unforgettably showcased the brand's latest collection, ensuring that both Westfield and Adidas left a lasting impression on the public.