Inspired by the Adidas approach of empowering female creators to be bold and confident in an industry dominated by the male gaze, Michela Picchi has created a stunning billboard for the global launch of the Adidas Originals, Falcon shoe. A strong image of a “Falcon” gang of empowered looking women, accompanied of course by a falcon. Brand ambassador, Kylie Jenner celebrated alongside a beautiful crowd at an unexpected pop-up destination in West Hollywood, California. The venue, a former gas station on the iconic Sunset Boulevard, was repurposed to reflect elements of the 90s that influenced the all-new women’s exclusive sneaker.
The space revealed the Falcon housed in gas pumps and a convenience store that doubled as a retail shop with a renovated mechanics’ garage turned creators’ station. Jenner, wearing a shiny, checked mini dress, posed for photo ops at different stations and gas pumps adorned with neon lights and purple Adidas Falcon logos. At a newsstand limited edition magazine with Kylie on the cover and female creators between the pages, including our Michela, who was joined at the launch by Pocko’s Marco Oggian and Bijou Karman. A beautiful night at an amazing venue overlooked by the grand, eye-catching billboard. You made us proud Michela!