In a major boost for South Africa’s emerging creative economy, adidas South Africa and retail giant Studio 88 have joined forces to host the fifth edition of the adidas Originals Studio (O Studio).
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Taking place in Johannesburg from 6 to 8 November 2026, the three-day educational initiative provides aspiring artists, fashion enthusiasts, and digital creators with direct access to industry leaders through a series of free, hands-on masterclasses.
Powered by the adidas adistar XLG and Control 5 footwear drops, the programme aims to bridge the gap between passion and professional practice across personal branding, fashion customisation, storytelling, and digital content creation.
Curriculum tracks and featured mentors
The 2026 adidas Originals Studio curriculum brings together a stellar roster of South African creative pioneers, digital strategists, and fashion leaders across tailored disciplines.
Personal branding and digital entrepreneurship take centre stage under the guidance of Beauty Revolution founder Rabia Ghoor alongside media personality Pamela Mtanga, who will focus on establishing a distinct online voice, navigating digital influence, and monetising creative identity.
Simultaneously, fashion maven Sonia Tona and creative director Zéshaan Haku lead the fashion customisation module, offering hands-on insights into garment modification, sustainable upcycling techniques, and modern streetwear aesthetics.
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Visual narrative, athletic heritage, and creative community
The storytelling and visual design track is spearheaded by cultural curator Kabelo Kungwane and filmmaker Alex Zono, who will unpack the mechanics of digital direction, visual narrative structure, and short-form video production.
Complementing the technical sessions, the curriculum explores the intersection of athletic heritage and urban lifestyle culture, demonstrating how local South African streetwear movements continue to influence global design paradigms.
Expanding community access with the O Studio pop-up
For the first time in O Studio history, the Johannesburg event introduces an interactive Pop-Up space running parallel to the core workshops.
Designed to serve as a vibrant gathering point for the broader creative community, the space merges retail, social networking, and immersive brand experiences.
Public registrations opened on 1 October 2026 via Student Spaza, drawing immense interest from young creatives seeking mentorship and collaborative networking opportunities.
Through accessible, high-level skill acquisition without financial barriers, adidas South Africa and Studio 88 are helping cultivate the next generation of creative entrepreneurs poised to shape Africa’s cultural landscape.
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