How adidas Originals Studio Is Creating Opportunities for Nigeria's Next Generation of Creatives

Building a career in the creative industry often requires more than talent. Sometimes access to the right people, the opportunities to experiment with like minded creatives and being given a chance to work on real-life projects can make a significant difference in how emerging creatives develop their practices. Recognising this gap in the creative industry, adidas Originals decided to create more room for creatives through their Originals Studio initiative.

Returning to Lagos for their second edition on October 31, adidas Originals Studio brought together emerging photographers, stylists and creative directors for a day of practical workshops, collaboration and hands-on campaign development.

The initiative was first introduced in Lagos in 2025, with the goal of connecting aspiring creatives with established industry professionals through workshops and conversations across music, fashion and photography. This year's edition took that approach further, moving beyond discussions and demonstrations to give participants the opportunity to work through an actual Adidas creative brief, from developing visual concepts to styling and executing a campaign photoshoot.

For some of the participants, this was an introduction to an experience they had never had before: working on a global brands campaign. The opportunity to contribute to a brand’s creative brief, understand the expectations involved and see how different disciplines come together offered a practical introduction to an aspect of the industry that can otherwise be difficult to access at the beginning of a creative’s career.

The programme was structured around three specialised labs, each led by a practitioner in their respective discipline. Photography facilitator Thinkakanni, stylist KK Obi and creative director Bubu Ogisi guided participants through different stages of creating a campaign. sharing not just technical knowledge but also the considerations that inform their professional practice.

Akanni, “the starting point of good photography is intentionality. Understanding what you're shooting, why you're shooting it and who you're shooting for are questions that should inform every creative decision.” As he explained, answering these questions is what makes an image compelling.

Bubu Ogisi creative director and founder Iamisigo, approached the process through the lens of creative direction, highlighting the importance of visual references, mood boards and the development of expansive ideas. For her, originality and individuality are essential to taking a campaign beyond the expected.

In the styling lab, renowned stylist KK Obi explored the relationship between personal expression and commercial creative work. While individual projects offer more room for experimentation, working on a campaign requires an understanding of the client's needs. The challenge, as he explained, is to deliver on that vision while bringing as much uniqueness to the work as possible.

These perspectives became particularly relevant as participants worked together on an Adidas brief, to develop campaign concepts around the Adistar XLG and Adistar Control 5 and execute their vision in a live photoshoot. With different creative disciplines operating alongside one another, the exercise offered an opportunity to understand how individual contributions can eventually form one cohesive visual direction.

For Adidas, this kind of engagement is part of a broader effort to give back to the creative community that continues to inspire the brand. And that's where the value of Originals Studio extends beyond a single day of workshops. While access to established professionals and opportunities to develop practical skills are important, giving emerging creatives the chance to apply what they've learned in a collaborative working environment is equally valuable. For someone who has never worked on a campaign, being part of that process can offer a new understanding of what their skills can contribute to and where their creative practice can go.

Nigeria's creative ecosystem continues to be shaped by people working across fashion, photography, styling, music and visual culture. Supporting the next generation means creating spaces where these different disciplines can meet, where knowledge can be shared and where emerging talent can gain experiences that help them move forward.

Through Originals Studio, adidas is contributing to that process by bringing creative education and practical industry experience into the same space. More than introducing participants to new techniques, the initiative gives them an opportunity to see what it means to take an idea from concept to execution, and to begin imagining themselves as part of the creative industry they're helping to shape.