PESO celebrates 10 years of brand history: Thousands of fans celebrate the anniversary event with adidas in Düsseldorf

Ten years of PESO, thousands of visitors and a community event that completely took over Düsseldorf city centre last Sunday: together with adidas, PESO celebrated its 10th anniversary with a large-scale event on Schadowplatz, attracting significant attention far beyond the fashion scene.

Whilst numerous fans initially gathered at Gustav-Gründgens-Platz, the PESO x adidas bus – created especially for the anniversary – pulled into Schadowplatz at the same time. The final location of the event was deliberately kept under wraps until afterwards, transforming Düsseldorf city centre into an extraordinary community moment within a matter of minutes. Several thousand visitors gathered around the bus to celebrate the brand’s tenth anniversary together with PESO and its founder, Justin Fuchs. On site, three exclusive PESO anniversary jerseys and limited-edition adidas World Cup shirts featuring a special ‘PESO 10’ back print were distributed free of charge to the community. Within no time at all, all items were snapped up.

Particularly noticeable is the close bond between the brand and its community, which has been with PESO since the very beginning. Over ten years ago, Justin Fuchs’ story began with fashion content on YouTube, sneaker hauls and his first outfit edits. From an early stage, he inspired an entire generation of fashion enthusiasts and set trends long before social media became an integral part of the fashion world. One of the brands that kept popping up: adidas.

Ten years on, the circle has now been completed. Together with PESO, adidas celebrated not only the brand’s anniversary, but also a success story within the German streetwear scene — from the first hoodies and DIY drops to more than a million orders worldwide, collections that sold out in no time and international recognition. Today, the range includes apparel, accessories and footwear and can be found in the wardrobes of renowned artists, top athletes and international football stars.

The anniversary campaign demonstrated once again just how important community and approachability remain to PESO to this day. What began with the brand’s first fashion videos turned into a special moment on Sunday for all those who have followed the brand for years — and marked a significant chapter in one of the most influential streetwear success stories of the past decade.