Adidas Originals unveils new European apparel collection with creator-led campaign

Adidas Originals has unveiled its latest apparel collection, bringing together Denim, Knit and Icons in a new campaign celebrating individuality and self-expression across Europe.

Launching across Europe from 1 September, the collection brings together a range of unisex silhouettes designed to give consumers more freedom to interpret the brand’s sportswear heritage through their own personal style.

Key pieces include denim and knitwear alongside updated takes on Adidas Originals icons, including the Firebird. The collection combines familiar sportswear influences with contemporary silhouettes and styling, reflecting the versatility of the Originals wardrobe.

The campaign features a cast of creators from across Europe, including British creatives Maya Shabann, Paris Artiste, Francesca Perks and Reuben Hahn, alongside Luca Franchetti López, Philipp, Linda Schulz, Jeru, Riadh and Samia Kanaan. Bringing together different backgrounds and creative disciplines, the campaign highlights the individual ways Adidas Originals can be interpreted through personal style.

The campaign was photographed by Canadian and Hungarian photographer and filmmaker Petra Collins, known for her distinctive feminine and dreamlike visual style. Collins has previously worked with brands including Adidas and Gucci, as well as artists including Selena Gomez, Cardi B and Olivia Rodrigo.

The collection is divided into three key categories: Denim, Knit and Icons. Denim brings a more casual, everyday feel to the range, while Knit introduces softer textures and layering pieces. The Icons category revisits recognisable Adidas Originals styles, including the Firebird, through a contemporary lens.

The launch follows a period of strong momentum for Adidas, with the sportswear giant reporting record revenues of €24.8 billion (£21.4 billion) for 2025. Revenues for the Adidas brand increased 13% for the second consecutive year, with double-digit growth reported across all markets and channels.

The Adidas Originals Apparel Collection is available across Europe from 1 September via the adidas website, the adidas app and selected retail partners.