Having worked on adidas Originals' AREA3 space in the Maboneng Precinct since it opened in 2012, I've been lucky enough to be involved with it's continued content strategy.
As part of the strategy for AREA3, I worked on producing an editorial broadsheet, the idea being to take the culture and concept of the space outside of AREA3′s walls and share it across South Africa, creating brand awareness in a unique and interesting way.
The broadsheet features news from adidas Originals’ brand ambassadors and highlights key influencers that are doing notable work within youth and street culture. The A2 fold-out broadsheet is distributed as a free publication through culturally relevant stores and retailers that the brand is naturally aligned to.
Working closely with contributing writers and photographers, all content is produced specifically for the broadsheet making it relevant to the latest happenings on the street.
Issue 3 took on a fresh approach by getting a guest editor involved to curate the content and stories of the broadsheet. Jonathan Shaw of Warm & Glad and RAD was the first guest editor to take on this task and featured news on the adidas Originals’ ZX FLUX Sneaker range, an interview with director Terence Neale
and a back page poster illustration by Karabo Moletsane.
I managed the content generation for the issue as well as the design and layout.
As part of the strategy for AREA3, I worked on producing an editorial broadsheet, the idea being to take the culture and concept of the space outside of AREA3′s walls and share it across South Africa, creating brand awareness in a unique and interesting way.
The broadsheet features news from adidas Originals’ brand ambassadors and highlights key influencers that are doing notable work within youth and street culture. The A2 fold-out broadsheet is distributed as a free publication through culturally relevant stores and retailers that the brand is naturally aligned to.
Working closely with contributing writers and photographers, all content is produced specifically for the broadsheet making it relevant to the latest happenings on the street.
Issue 3 took on a fresh approach by getting a guest editor involved to curate the content and stories of the broadsheet. Jonathan Shaw of Warm & Glad and RAD was the first guest editor to take on this task and featured news on the adidas Originals’ ZX FLUX Sneaker range, an interview with director Terence Neale
and a back page poster illustration by Karabo Moletsane.
I managed the content generation for the issue as well as the design and layout.
