To deepen ties with LA’s creative scene, adidas partnered with Creative Noize to transform its Melrose flagship into more than just a store. As part of a four-part activation series, this project aimed to make Melrose feel local, lived-in, and led by the community—starting with the culture that defines the city.

Creative Noize brought adidas Melrose to life through a four-part series and a special zine campaign, each spotlighting LA’s creative pulse. The zine, “Cultures of L.A.,” was curated by Angella Choe, Taylor Michael, and Maya Patterson—each casting, styling, and photographing their own spreads in neighborhoods across the city. A packed panel launch, hosted by SUSPEND, celebrated their vision.

From View Park porches to Pico Blvd. storefronts, the campaign turned real neighborhoods into the backdrop of adidas Melrose. With contributors and models taking the stage, the project made community stories feel seen—and celebrated. The zine, panel, and programming solidified Melrose as not just a store, but a creative platform rooted in real LA.