adidas set out to lead in circular fashion by blending its legacy with the future of vintage. Teaming up with ThriftCon—the biggest thrift convention in the U.S.—they showed up where Gen Z already is.

Crown + Conquer brought it to life in Atlanta, Brooklyn, and Houston with a lo-fi, hands-on experience that felt right at home in the thrift scene—think vintage drops, custom heat presses, and raw, no-frills builds.

Content from creators, live podcasts, and social buzz kept the momentum going.

As the first major brand to activate at ThriftCon, adidas proved it could show up authentically—and own the vintage lane in a way that felt fresh and real.