NMD is Originals’ unique collective memory combined with cutting edge innovation. The party celebrated the second part of the Spring/Summer 2017 NMD collection. The event was held at adidas Originals store in Mall of Sofia. The exclusive party attracted the attention of a number of celebrities, bloggers, stylists, fashion editors, influencers, and sneaker heads. The atmosphere was charged with the sounds of Sofia city with an exclusive live performance by an urban nomad – famous musician Preyah. Host of the event was popular TV personality, blogger and DJ Irina Deneva. The party atmosphere was completed by cocktails that were specially created for the event named “NMD,” “Original,” and “Sofia by Night.” At the end of the NMD in-store party, the guests received a surprise after-party invitation. The after party was called “Sofia by night” as a reference to the in-store branded photo wall and to recreate the nightlife experience of the city nomad. The hard copy after-party invitation gave a free NMD themed cocktail at Bar Petak and free admission to the Carrusel club, featuring a live performance by Beloslava.