# Underground Hip Hop Events adidas Skateboarding & Journeys Hosted Thousands at Organized Concert By Kalin Ned | Published 2018-08-16 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/hip-hop-event References: [adidas](http://www.adidas.com/us/skateboarding) & [vimeo](https://vimeo.com/284661409/333c53612a) 'Destination San Diego' is a hip hop event that recently debuted in the Californian city, boasting "four electrifying rap performances" that whipped the crowd into a frenzy. Celebrating art, music and a tightly knit community, the Horton Plaza Park in San Diego hosted over 3,000 people which surely speaks to the style, reach and dynamic of the hip hop event. The concert was organized by [adidas](https://www.trendhunter.com/trends/style-your-toe) Skateboarding and national contemporary retailer Journeys who worked tirelessly to bring music performances by DJ Osh Kosh, TDE veteran artist Jay Rock, emerging rap star and team rider Na-kel Smith, as well as a highly anticipated and energetic set by Famous Dex. The hip hop event also featured immersive installations that encouraged attendees to engage and create original artwork. Photo Credits: Cole Ferguson, Jake Taylor, Kevin Keller ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Why This Trend Is Growing - **Underground Hip Hop Events:** A growing trend of organized hip hop concerts that feature emerging and veteran artists, and immersive installations that encourage active engagement. - **Skateboarding & Hip Hop Collaboration:** An emerging trend of collaborations between skateboarding brands and hip hop artists to create unique events that celebrate artistic expression and community building. - **Art-infused Live Music Events:** A trend of incorporating interactive art installations and other creative elements into live music events to enhance the overall experience for attendees. ### Industries Being Reshaped - **Music and Entertainment:** Opportunities for music festivals and event organizers to collaborate with emerging and established hip hop artists to create unique experiences that appeal to a diverse audience. - **Fashion and Streetwear:** Opportunities for fashion and streetwear brands to sponsor and collaborate with hip hop events to gain exposure and connect with their target audience. - **Skateboarding:** Opportunities for skateboarding brands to diversify their product offerings and tap into the growing hip hop culture by collaborating with artists and sponsoring music events. ## Related on Trend Hunter - [Hip-Hop-Commemorating Concerts](https://www.trendhunter.com/trends/rolling-loud-1.md) - [Celebratory Hip-Hop Collaborations](https://www.trendhunter.com/trends/hiphop-collaboration.md) - [Hip Hop-Honoring Exclusive Campaigns](https://www.trendhunter.com/trends/chip-shop.md) - [Skate Culture Initiatives](https://www.trendhunter.com/trends/the-bunt-jam.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Large-Scale Basketball Events](https://www.trendhunter.com/trends/foot-locker-takeover.md) - [Urban Sneaker-Inspired Exhibits](https://www.trendhunter.com/trends/museum-of-graffiti1.md) - [Hip Hop Fashion Exhibitions](https://www.trendhunter.com/trends/fresh-fly-and-fabulous.md) - [TikTok Rap Campaigns](https://www.trendhunter.com/trends/oi-tiktok.md)