The campaign - which was conceived and negotiated by Carat Sponsorship - will include a series of three live events across JD stores and at London club 229. The events will include performances from up and coming acts including The Rifles, The Rakes and Young Fathers.
Additional activity will include on-air support for the gigs on NME Radio as well as a range of on air giveaways for Originals goodies and tickets for the gigs.
There will also be four weeks of advertorials in NME magazine and bespoke Adidas Originals content on NME.com.
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