The Blaze and Justice open the doors to adidas Deerupt’s disruptive reality

As the night fell in a Paris still wet by the rain, it is a parade of adidas of all kinds one could observe on the outskirts of the Carrousel of the Louvre. In front of the Arc de Triomphe facing the famous glass pyramid, NMD, EQT and other Gazelles converge towards the entrails of the Carrousel. No doubt, we are just minutes away from the start of an evening that street culture and sportswear addicts were impatiently waiting for. Needless to say we’re talking about adidas Originals Deerupt Party for the launch of its brand new namesake sneaker. Investing the depths of the Louvre for a giant party is already a rarity in itself, and it is at the end of a meander of stairs overhung by ancient statues that one finally enters the adidas Deerupt experience. A kind of space-time capsule is represented by the Grid, which is the manifesto giving birth to the shoe. As you pass through a light tunnel, the Grid accompanies, evolves and transforms before immersing the sneaker-addict into a multi-level experience. On the (giant) stage, Dure Vie and Myth Syzer heat up the room which fills up visibly. After an incredibly powerful showcase by the much awaited The Blaze, Justice makes a divine appearance (with their iconic cross) on stage around 11pm. iPhones swarm in video mode. Until the end of the night, there’s no moment when you’re not bewitched by the disruptive reality of adidas Originals. Coming back to the surface in a Paris that is already asleep, you already dream about the sneaker you won’t be able to grab until March 22nd…