Adidas Originals launches new campaign in celebration of three iconic styles
Adidas Originals has today launched a “new visual direction” and campaign featuring three films that celebrate its iconic ‘Gazelle’, ‘Superstar’ and ‘Samba’ trainers.
Under the campaign banner of “We Gave the World an Original. You Gave Us a Thousand Back”, the films pay homage to those that have continued to transport the brand to the forefront of sport, fashion and culture.
Alongside a new brand typeface, the ‘Trefoil’ logo - originally launched in 1972 - is “reborn” with the customary ‘adidas’ inscription being removed from beneath the mark “to cut through the noise with greater clarity”.
Fittingly for a brand famous for its ‘Three Stripes’, the films have been shot by “three creative pioneers”; Daniel Wolfe, Will Dohrn and Justyna Obasi. Each film is accompanied by a set of triptych stills shot by Chadwick Tyler, with some sets featuring partners, collaborators, and friends of the brand that have helped to tell the story of the Trefoil, such as David Beckham, Zinedine Zidane, Anitta and Pusha T.
First up, director and founder of LoveSong production studio, Daniel Wolfe, lends his creative eye to the ‘Superstar’. Built for basketball, but adopted by the hip-hop scene, the classic leather trainer with the shell toe was the footwear of choice for hip-hop legends Run DMC.
Self-taught moving image maker Will Dohrn then tells the story of the lightweight suede ‘Gazelle’, with archival Adidas apparel also included in the film which features pro-skate duo Mark Arnold and Miles Silvas.
Rounding out the trio of films, visual artist Justyna Obasi tells the story of the ‘Samba’, first introduced for football, but later worn on the terraces. Obasi “captures the mythical tale of the Samba’s travels across time and space”, beginning with the footwork of young footballers and ending in the many cultural scenes that have made the shoe their own.
