Join mailing list by writing your e-mail and hit return on your keyboard:
overgaard.dk contact HOME

 
 
The Story Behind That Picture - 31
Bookmark and Share Clip to Evernote
leica.overgaard.dk    
 
Johannes Strate adidas Originals
   
 
   

The Story Behind That Picture:
"Adidas Originals at Copenhagen Fashion Week"

By: Thorsten Overgaard

At this years Copenhagen Fashion Week I got commissioned to cover a very special event, the adidas Originals' "Celebrate Copenhagen Week" which was a four-day event all over Copenhagen.
They asked for coverage inspired by the backstage photography I did at the last fashion week, and wanted me and Getty Images to provide images for their press platform as well

  adidas Originals
 

No Fashion Week without champagne. But this was as far as the Adidas Originals' "City Attack" looked like any other Fashion Week event.

When Fashion Week hit Copenhagen, adidas Originals was there to celebrate the streets where style lives. Adidas were skating the streets, dropping beats, serving up live art and ended with a Summer in the City Party.

Thousands joined adidas Originals in celebrating Copenhagen, and at the same time as the models were busy walking up and down the catwalks, an international team of adidas Originals skaters were skating the streets of Copenhagen.

A graffiti crew, "The Pirates," worked relentless for four days on a one-of-a-kind art project that would take a final tour on a boat, sailing on the water through the channels of Copenhagen.

adidas Originals also re-opened the former most popular concert venue in Copenhagen (Pumpehuset, which had been closed for half a year) for one night, and did so in a way Copenhagen had never seen before: With laser light and the American noise-pop band Sleigh Bells.

On top of all this, adidas Originals threw a launch-party for their new Blue Collection Line and participated in the traditional fashion week fairs.

My job was to capture all these daily and late night activities and parties and make sure there would be sufficient coverage for press and internal future use.

adidas Originals
Young and very young skater talents participated in the skating activities set up by adidas Originals throughout Copenhagen.

adidas Originals
Who would have known that the skating youth of Copenhagen could sit so quiet and watch a film together? On screen is being shown the winners of the Adidas Originals "Skate City Attack" videos, all made in Copenhagen during the Fashion Week and showing skaters attacking every angle of the town.

adidas Originals
Local skaters enjoy an evening with adidas Originals.

adidas Originals
Local skaters enjoy an evening with adidas Originals.

adidas Originals
A very young skater participate in the skating activities set up by adidas Originals throughout Copenhagen.

adidas Originals

Let's have a party!
For one night only adidas Originals re-opened the else closed, and very popular concert venue in Copenhagen, Pumpehuset. And not only was it open, it was also hot, noisy and beaming. The American noise-pop band Sleigh Bells performed live in a wonderland of smoke and laser light, while downstairs the bar was packed.

Sleigh Bells © 2010 by Thorsten Overgaard/Getty Images
American noise-pop band Sleigh Bells

Sleigh Bells © 2010 by Thorsten Overgaard/Getty Images
American noise-pop band Sleigh Bells performs at the adidas Originals party at Pumpehuset.

Pumpehuset adidas Originals
Pumpehuset re-opened

Pumpehuset adidas Originals

The Pirates
In town the graffiti crew, The Pirates, worked relentless on creating a one-of-a-kind art piece. On the fourth day, the graffiti containers were sailed through Copenhagen on a boat.

adidas Originals
The Pirates

adidas Originals


The graffiti art piece on a final trip through the channels of Copenhagen.

adidas Originals
The graffiti art piece sails by the harbor

Fashion fairs
A great deal of the Copenhagen Fashion Week takes place not only on the catwalk, but actaually mainly in the fairs where industry people meet and decide what to present in their stores next season. Also here was adidas Originals present.

adidas Originals

adidas Originals
Swedish adidas Originals designer Josefine Åberg being interviewed by the Fashion Television

Let's have one more party!
The adidas Originals Blue Collection release party was an event for invited guests at an exclusive venue in Copenhagen and presented the new collection as well as a party with live music by the Danish noise-pop girlband Giana Factory.

adidas Originals
Video from the party available here.

Giana Factory adidas Originals
Giana Factory performs live for guests at the adidas Originals Blue Collection party with the large photo panels of next seasons collection on the walls.

adidas Originals
At the adidas Originals Blue Collection release party guests could also visit the rosegarden next to the venue and study the next season's collection in detail.

adidas Originals
adidas Originals Blue Collection release party

adidas Originals
adidas Originals Blue Collection release party

Johannes Strate adidas Originals
adidas Originals Blue Collection release party

adidas Originals outlet store in Copenhagen
Also retail stores throughout town were dressed up for the occasion.

The Thorsten Overgaard Photography Extension Course 2010

 

 

 

 

– Thorsten Overgaard, September 23, 2010

   
     
   
   
   
   

Adidas Originals: German musician Johannes Strate and friend attend the adidas Originals Blue Collection release party celebrating Copenhagen during Copenhagen Fashion Week SS11.

You can see the press photos at Getty Images here.

www.adidas.com/originals
www.youtube.com/adidasoriginals
www.facebook.com/adidasoriginals

 

Thorsten Overgaard
Yours truly captured by Emile Sadria working on these images.



 


Also visit:
"Photographer for Sale"
www.overgaard.dk
Leica Camera Compendium
Leica Definitions
Leica Lens Compendium
Leica 90mm Summarit f/2.5
Leica Noctilux-M ASPH f/0.95
Leica M9 - "Leica Reloaded"
Leica 35-70mm Vario-Elmarit-R f/2.8

 

 



Thorsten Overgaard
Thorsten von Overgaard is a Danish writer and photographer, specializing in portrait photography and documentary photography, known for writings about photography and as an educator. Some photos are available as signed editions via galleries or onlline. For specific photography needs, contact Thorsten Overgaard via e-mail.

Feel free to e-mail to thorsten@overgaard.dk for
advice, ideas or improvements.



 


 
           
  · © copyright 1996-2014 · Thorsten Overgaard · Hong Kong · New York · Denmark · Tel (+45) 4011 2996


 

© 1996-2014 Thorsten Overgaard. All rights reserved