• 18-JAN-2017

adidas Originals Launches Original Campaign and Film: ‘Original is never finished’

(Herzogenerauch, January 18th) adidas Originals launches Original with a new film 'Original is never finished', featuring visionaries from the worlds of music, skate, sport, style and art. Reaffirming the notion original is never finished, the film features a remix of the iconic song, "My Way" by Frank Sinatra with a provocative, reimagined approach to today's streetwear culture. With a multi-generational cast including Snoop Dogg, Dev Hynes, Stormzy, Mabel, Kareem Abdul-Jabbar, Brandon Ingram, Petra Collins, Gonz and Lucas Puig, adidas Originals has re-interpreted its own classics and now turns to a new generation of creators and inspires them to redefine the meaning of originality.

"Everything we do for adidas Originals is a work in progress, as true creativity is never finished", says Alegra O'Hare, VP of Global Communications adidas Originals & Core. "We are constantly challenging ourselves and breaking down the boundaries that limit imagination; we hope to inspire all creators to do the same. We first raised this idea in 2015 through our superstar work, questioning the very meaning of the word. We then continued with the notion of the current dystopian future, by motivating consumers to take future into their own hands and create it. Now with original, probably the most important and centric concept to our brand's ethos, we elevate the trefoil's storytelling, as we look into what it really means to be original, questioning its very essence."

Conceptualized under the creative direction of Johannes Leonardo, adidas Originals' global creative agency of record, the 'Original is never finished' film explores this idea that if you push something far enough, it becomes original again. This philosophy carries through to the design language of the brand, which through collective memory continues to reinvent their past to create meaning for a new generation. The campaign signals the launch EQT footwear, a celebrated icon from the 1990's, redefined for a new generation.

'Original is never finished' delivers a visual representation bringing to life the idea, that recreating in your own way will always be entirely original. In the scene "The Birth of Venus", artist/photographer Petra Collins reinvents a symbolic icon of beauty. Collins' subversive, striking visual sequence creates a new relevancy for Botticelli's infamous work of art. In another scene, rapper and songwriter Snoop Dogg recreates his very own "Doggystyle" album cover with a trippy chase scene, while also making a statement on gender equality in hip hop culture by swapping the roles of his iconic protagonists. From skate legend Gonz alongside French professional skater Lucas Puig in "Lucas & The Gonz", who both take to the streets in their own way, to the passing of the torch from one legendary basketball icon, Kareem Abdul-Jabbar, to one of the future, Brandon Ingram in "Raining Basketballs" or Dev Hynes' nod to reflections of the past in his choreographed sequence in "Mirrors", and the brand's very own iconic product, NMDs, repurposed into masks by Anonymous to create new meaning as seen in "Sneakerheads", the underlying theme remains the same -- Original is never finished.

The Original campaign launches globally on January 18, 2017.

Film credits, cast, scenes:
  • Song: Remix of "My Way" by Frank Sinatra by recreated by Human
  • Snoop Dogg in "Doggystyle"
  • Stormzy in "Trap Syrup"
  • Mabel in "Tunnel"
  • Kareem Abdul-Jabbar & Brandon Ingram in "Raining Basketballs"
  • Dej Loaf in "Inflated"
  • Dev Hynes in "Mirrors"
  • Gonz and Lucas Puig in "Lucas & The Gonz"
  • Petra Collins in "The Birth of Venus", "Sneakerheads" , "Essential Squad"