Sports brands have taken an affinity to active involvement in people’s lifestyles, giving them a more multifaceted appeal than simply being known for their apparel. ADIDAS is one such brand, and has branched out to infiltrate the local arts scene by holding regular exhibitions at their Area 3 space, in the Maboneng Precinct, Jeppestown. Their recent Happy Hour exhibition gave a number of up and coming artists the opportunity to showcase their works, which included a range paintings and photographs which carried the heavy influence of local street culture as well as the artists’ and photographers interpretations of the cityscape. The works were also very well priced with the intention of not strictly holding appeal to art aficionados, but to the everyday individual who would like a starting point from which to one day grow a collection.
The exhibition will be available to view until the 2nd of July. Visit Area 3 for more information.