adidas Originals and Red Bull 64 Bars: combining music and culture

On October 4th, Naples will become the stage for one of the most anticipated events of the year: RED BULL 64 BARS LIVE, the format that has won the hearts of rap and urban music fans. This third edition features a partnership with adidas Originals, the renowned German brand that has made music a fundamental pillar of its DNA. After the extraordinary success of 2023, which broke records and raised expectations, Red Bull 64 Bars Live returns with a vibrant live version to be held in Scampia, one of the symbolic districts of urban culture in Italy. The square, which has already hosted performances by the biggest artists of the national rap scene, will be the pulsating heart of this new edition, ready to welcome an exceptional lineup and a passionate audience. adidas Originals, which has made music a cornerstone of its DNA, could not help but reaffirm its partnership for an event of this magnitude.

This year, the Scampia stage will be graced by some of the most influential names of the moment, hosting some of the protagonists of the hip-hop scene, MCs, and beatmakers, called upon to collaborate on an unreleased track. adidas Originals, which has long supported music as a universal cultural expression, will not only be the main partner of the event but will also play a key role in supporting emerging artists. Among them are Massimo Pericolo, Kid Yugi, and Dat Boi Dee, with whom the brand has decided to tell stories that go beyond the stage, starting from recording studios and involving audiences in the most important arenas in the country.

The collaboration between adidas and Red Bull is no coincidence: the Trefoil – the iconic symbol of adidas Originals – has always seen music as a creative force capable of connecting communities, creating synergies between fashion, music, and street culture. The goal of adidas is to continue building an intergenerational dialogue between fashion and music, pushing the boundaries of creativity further. In this context, adidas Originals does not just dress the artists but offers them a true platform to express themselves, inspiring and connecting a broad and diverse audience. With this commitment, adidas Originals confirms itself not only as a leader in the sportswear sector but also as a catalyst for ideas, stories, and creativity on a global level. Red Bull 64 Bars Live will once again be an event destined to leave its mark.

On this occasion, people will be able to purchase official show merchandise inside the venue, including a selection of adidas Originals items stylishly characterizing all the artists performing.