The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Hannah Bowler | Senior Reporter

September 15, 2023 | 2 min read

The iconic Originals collection has been given fresh treatment by Adidas, marking the sneakers’ connection to sports and culture.

Adidas has released a global campaign and updated the typeface for its Originals collection.

The sports giant said the new positioning gives greater importance to ‘Three’ in its brand identity. It has even decided to drop the Adidas inscription to allow the Trefoil to stand out on its own.

The first installment from the ‘We Gave the World an Original. You Gave Us a Thousand Back’ platform is a three-part video ad series each named after its iconic shoes: Superstar, Gazelle and the Samba.

The Gazelle spot, for example, tells the story of how the shoe evolved from a running shoe on the podiums to being adopted by skate culture. Superstar follows the sneaker’s journey from basketball courts to hip-hop and features a cameo from Run DMC. The films are shot by Daniel Wolfe, Will Dohrn and Justyna Obasi.

The video is supported by triptych stills featuring Adidas brand ambassadors, including Zinedine Zidane, David Beckham, Anitta, and Pusha T.

Creative Brand Strategy Creative Works

More from Creative

View all