How adidas Originals Is Shaping The Next Wave Of India’s Music Landscape

Tapping the likes of Yung Raja, Tsumyoki, Aayna, and more, adidas Originals continues to strengthen its longstanding connection with music and hip-hop culture

Photo: Courtesy of Adidas India

“My Adidas and me, close as can be//We make a mean team, my Adidas and me”

In 1986, when Run-D.M.C. released “My Adidas,” a 3-minute track endorsing the shell-toed basketball-court shoe “adidas Superstar,” they changed the course of hip-hop fashion forever. That was the first official hip-hop brand endorsement for the German athletic apparel brand, paving the way for many more. Post that, there was no turning back. From local talents and emerging voices to worldwide icons, Adidas’ long-standing association with music continues to echo sonorously.

Photo: Courtesy of adidas Originals India Cut to the present, and the passion to cultivate music and culture rings louder than ever. Solidifying its ever-evolving footprint in India’s music scene, adidas Originals launched its IP, “Originals Studio,” in India this year, bringing the music-first platform spotlighting emerging talent in fashion, culture, style, and identity, to the country. Having been the sartorial backbone of countless musicians over the decades, the brand has now carved a space for Indian culture, homegrown talent, and creativity to thrive. With a stacked lineup including artists like Yung Raja, Tsumyoki, Aayna, DJ Loonz, Beatcrush, and OG Shez, the initiative is propelling a new cohort of cultural tastemakers into the limelight.

Yung Raja, known for both his distinct style and flow, said in a press statement, “What adidas Originals is doing with Originals Studio is truly inspiring. It’s not just about giving artists a stage, it’s about creating a community where creativity thrives. I’m grateful to be part of a movement that’s propelling music culture forward in India and beyond.”

Spanning New Delhi, Mumbai, and Bengaluru, adidas Originals, in partnership with Skillbox, has brought together over 200 creatives and brand loyalists, even extending the roster to electronic names like Tech Panda, featuring Rupinder Nanda and Kedar Santwani. 

Tapping into the country’s creative current, they also linked up with Gently Altered for the “Superstar Sessions” — a wild B2B ride with Kampai Music and Pavni, staged atop a double-decker bus that turned Mumbai’s skyline into a moving dance floor.

Bhawna Sikka, Adidas’ Senior Director, added: “From the early days of hip-hop to today’s evolving soundscapes, music has always been central to adidas Originals. With Originals Studio in India, we’re building culture, nurturing talent, and shaping a community that reflects the true spirit of the brand.” 

From Beastie Boys and Run D.M.C. ‘s 1980s hip-hop revolution, to Oasis’ Britpop swagger and India’s rising Desi Hip-Hop wave, adidas has cemented its place at the heart of music culture, consistently championing independent music, fashion, and creativity. Be it courtside kicks or hip-hop runners, the brand’s sonic and artistic vision remains resolute. 

This story is a paid partnership with Adidas Originals.