Adidas created a new tool for breakdancers, MEGALIZER. With the famous French break-dancers – the Twins – we developed a wireless technology that enables people to create their own music while dancing, just with a laptop and speakers. The shoes were made available to young dancers and French rappers. Then, we placed MEGALIZER in various French stores, letting consumers try their moves on them with the chance to win MEGALIZER shoes. The first apparition of the Twins in a campaign.

June 21st 2011, during the Music Day in Paris, Adidas launches the first fashion show where the models are crowd surfing. In the middle of a Beat Assaillant’s concert, young riders dressed in the latest street Adidas collection jump in the crowd and float instead of walking. Followed by dozens of cameras, the show was broadcasted live on a digital and interactive platform.