In an unprecedented move, adidas Originals took over the local Plettenberg Bay radio station, MC 90.3FM, every day between noon and 15:00 between Friday, 30 November and Thursday, 6 December 2012.

Hosted by DJ Moosa and broadcasting live from Plettenberg Bay’s Central Beach to an estimated 15 000 ‘ragers’, adidas Originals was able to directly interact with students attending the festival.

For those not on the beach during OriginalsFM broadcasting times, adidas Originals gave away retro-style battery operated radios further ensuring students could tune into the station from wherever they were and be kept up-to-date and engaged regarding competitions and events taking place in and around Central Beach.