“The past empowers the future” is the ethos behind the sportswear brand’s popular kicks, and its new Camera Obscura pop-up highlights the origins of photography and advancements in the field made by social media and technology.
Camera Obscura will be open to the public and runs Tuesday through July 16 from noon to 7 p.m. at Windward Plaza Park in Venice, Calif.
Visitors will be able to interact with a life-size pinhole camera, as well as experience early photographic techniques of image projection.
The series embraces NMD’s narrative of the nomad and urban exploration.
Adidas partnered with L.A.-based street photographer Sagan Lockhart on the project.
In April, the brand launched an interactive photo exhibit featuring artwork of NMD sneakers snapped by amateur L.A. photographers, curated by Estevan Oriol.