In a move to expand the creative boundaries of its esteemed "Home of Classics" family, Adidas sought to spotlight the unique perspective of fashion luminary and Happyvillefounder, Lebo Serame, as part of the captivating #HomeofClassics campaign. This campaign was meticulously crafted to delve into Serame's profound connection with South Africa's ever-evolving street culture, demonstrating the intersection of creativity, heritage, and style.

To achieve this goal, a comprehensive approach was adopted, focusing on the production of a diverse array of original creative assets. These assets ranged from visually compelling imagery capturing Serame's creative process and inspirations to engaging video content that provided an intimate look into his journey within the realm of South African street culture.