January 21, 2008
Premium lifestyle brand, adidas Originals got the capital grooving with funky, electronica band, Jalebee Cartel at an open air, free to the public performance outside its outlet at F-28 Connaught Place.
This performance and partnership is an extension of adidas Originals’ international affiliation with music.
Music has always been a medium of self-expression, free-thought and creativity, and this exactly what ‘adidas Originals’ stands for.
Different genres of music, be it Funk, Nu Metal, Reggae or Hip-Hop, from Bob Marley to Missy Elliot, Beastie Boys to Korn, ‘Originals’ has always been on the cutting edge of music.
Aligning with the music of Jalebee Cartel is the first step in adidas Originals’ interaction with music in India.
Jalebee Cartel is a band of extremely talented Indian musicians who are making a mark on the international music map.
Jalebee has been taking India by storm for over three years- from individual DJ sets to collective live gigs, producing to composing; this group pretty much does it all.
They believe in constantly changing and evolving their music, leading to an intoxicating, energetic livewire of influences, twisted and served fresh with ethnic sounds.
Jalebee’s sound is a fusion of various genres, creating a raw, electric style of urban dance music, which makes it a complete package and truly original.
“adidas Originals is a brand that is closely connected with the constantly evolving global music scene.
It is our endeavour to celebrate originality and instill individuality among people, who will go on to influence the world.
It was a natural progression for us to associate with an upcoming band such as Jalebee Cartel which is becoming as synonymous with creativity, free thinking and self expression as adidas Originals is”, said Hartwin Feddersen, Marketing Director, adidas India.
adidas
Source @ Fibre2fashion.com
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