Located in the heart of Downtown LA, the adidas Originals flagship on Broadway has officially opened its doors. Teaming up with Boiler Room, the global sportswear company kicked things off with a launch party, featuring DJ sets that brought the raw energy of underground music to the forefront. D33J and Jheri Mayne, Bianca Oblivion with Jubilee, and Mapamota alongside Gbenga delivered sounds that echoed through the streets, blending streetwear swagger with beats made for after-hours.

Both adidas Originals and Boiler Room share a commitment to cultural authenticity and raw creative expression, so the opening is just the start. Together, they’re crafting a larger vision to unite and elevate LA’s creative community. With the adidas Purpose team and Sound Labs jumping in, the flagship will soon kick off a two-part Artist Talks series, where aspiring creators can gain real-world insights from Sound Labs alumni on what it takes to thrive in the music industry.

Shifting from global to local, adidas Originals and Boiler Room are tapping into Downtown's pulse, spotlighting homegrown talent and giving special attention to underrepresented voices. It’s their mission to empower the next wave of creators, and the upcoming Artist Talks are just a taste of what’s planned. The adidas Originals flagship will be a hub for events, workshops, and experiences that bring this vision to life. To stay on top of everything unfolding, we connected with adidas' Senior Global Culture Marketing Manager, Rusty John, who emphasized that adiClub members get the inside track — keeping LA’s creative minds plugged into every next move.

Why is it important for Adidas to have a space like the new DTLA Adidas flagship store to host community-building events?

In opening our new DTLA Originals Flagship store, we want to do more than just provide a place for people to shop; we want to create a community hub where the diverse communities that make up LA can come together. Through the initial launch party and upcoming artist talks series with Boiler Room, we will showcase the LA music community to not only those who come to the store but to the world through the online broadcasts. This is just the start of our inclusive, community-based programming that we will host in the space as we look to become an integral part of the DTLA community.

How does Adidas' and Boiler Room's ethos align for this collaboration? What motivated Adidas and Boiler Room to launch these initiatives?

Our brands are rooted in and connected to the music community, both here in Los Angeles and around the world. This partnership aims to uplift emerging artists in LA by showcasing them on the combined global platforms our brands can provide. From the opening party featuring b2b sets to the artist talks where attendees can learn more about the music industry, we will showcase the amazing talent abundant throughout the LA music community.

What do you hope the community can take home with them after attending shows, talks, and events?

We hope that attendees (and those who watch online later) will learn more about up-and-coming artists in the LA music scene, as well as continue to see adidas and Boiler Room as partners in showcasing underground artists and providing access to information about how to get started in the industry.