Stormzy: Hometown Spirit

CONNECTING CREATIVE SPIRIT WITH THE COMMUNITY IT COMES FROM. In 2018, adidas Originals announced a new partnership with British grime artist Stormzy. SUPERIMPOSE was briefed to craft an overarching story, manifesto and activation for the partnership that would cement Stormzy’s place in the adidas Originals identity in an authentic, credible way. Travelling to all four corners of London, SUPERIMPOSE staged surprise drop-ins at community colleges where Stormzy gave specially-curated lectures before inviting every student to an impromptu theatrical performance that same evening. For the evening performance to celebrate local community talent, Jukebox Collective Agency curated and commissioned four local youth groups to create innovative reinterpretations of Stormzy’s hit songs. Each act was unannounced, erupting out of the space through dynamic lighting and bespoke projection content, surprising not only the crowd, but also Stormzy’s himself. In a series of 10-minute performances, Chineke! Junior Orchestra, BAME choir, dramatics group directed by Tristan Fynn-Aiduenu and a dance collective comprised of London's emerging talent put their craft to Stormzy’s music, and Stormzy’s music to their craft, interwoven by a spoken word performance which brought the ‘Homegrown Spirit’ concept to life. Over 800 school kids from across London attended the event, along with guests from community groups including Grenfell activist groups and local boxing clubs. To thank the audience, Stormzy closed out the evening by premiering a brand new song, live, cementing the line that connects the creative spirit of local communities to tomorrow’s homegrown heroes.

Project Tags


  • Adidas Group logo

    Adidas Group

    • Fashion and Textiles
  • Superimpose Global logo

    Superimpose Global

    • Marketing & PR