Will Green
Sep 17, 2023

Adidas evokes the past in Originals brand platform

The trio of films echo the brand's famous three stripes.

Adidas evokes the past in Originals brand platform

Adidas has released a trio of films as part of a new global brand platform celebrating its Originals range.

The campaign, “We gave the world an original. You gave us a thousand back”, was created by New York shop Johannes Leonardo. It features memorable soundtracks and fast edits offering a kaleidescope of life in the US.

The 30-second films – “Superstar” directed by Daniel Wolfe, “Samba” by Justyna Obasi and “Gazelle” by Will Dhorn, all made through Lovesong with support from Monkey Films, evoke past decades with grainy “archival” footage.

A large cast of characters in Adidas gear play sport or run, skate and dance their way through the ads. Pro skaters Mike Arnold and Miles Silvas appear in "Gazelle."

A series of still images, shot by Chadwick Taylor, accompanies the films featuring Zinedine Zidane, David Beckham, Jenna Ortega, Pusha T, Jamiroquai, Jude Bellingham, Sam Fender and Joy Crookes.

Adidas said the campaign was “developed through an extensive research process, which sought to accurately represent the stories of all three silhouettes. Archival information tracked the history of each shoe through the years, from their creation to the subcultures that have adopted them.”

For the soundtracks, "Superstar" features Tears by Giorgio Moroder, "Gazelle" uses Running One by Johnny Klimek, Reinhold Heil and Tom Tykwer and "Samba" features T Rex's Cosmic Dancer.
 
Source:
Campaign US
Tags

Related Articles

Just Published

6 hours ago

How AIA is changing behavior through communication

AIA Group CMO Stuart Spencer discusses how the insurer is changing perceptions about what it means to be healthy, and about its own industry in the process.

8 hours ago

2025 Cannes Contenders: Bear Meets Eagle On Fire’s ...

The Aussie studio's creative directors Cass Jam and Mark Carbone reveal their top campaigns that combine wit, practicality, and cinematic flair ahead of Cannes Lions 2025.

8 hours ago

A new agency business model for the post-gen AI ...

In this sequel to his analysis of gen AI's impact on agency business models, marketing consultant Andreas Moelmann suggests agency profitability lies in creative consulting.

9 hours ago

What headwinds? Why Jane Lin-Baden doesn’t fear ...

The Asia-Pacific CEO of Publicis Groupe is still bullish on China, unfazed by scaled rivals and sees a new future for creative through media.