The three Originals stripes, which first appeared in 2015 challenging the notion of superstar, now strike through the word ‘future’—becoming a symbol for not accepting one imposed upon us by others. The conversation invites a new generation to create their own future despite all the predictions society lays on them.

They started with this simple visual symbol, and used it to create a film. Adidas Originals partnered with some of tomorrow’s most exciting cultural creators, who steal, bend and manipulate the collective memory to craft new ideas and to create their own future. The film captures the influencers confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited.

They walk to the beat of a chant that defiantly says “your future is not mine”. The track is the centerpiece of the campaign, and our rally cry for this new future. To build on the

2016 is adidas Original’s year of the future. Production began early in 2015, developing the underlying strategy and POV for the future. We worked to find the best influencers to partner with, young creators truly creating their own future, and wrote the track that would become the heart of our campaign.

Our film launched on January 25, 2016, with the radio edit for our track dropping not far behind.

The film was released on adidas Original’s YouTube channel with a full :75 second cut and a :30 cutdown. We also released versions of the film featuring each specific new shoe launched for the year.

These films were also featured on the Originals Facebook page and Instagram account. The film became pre-roll, and was shown in movie theaters along with trailers.

The campaign rolled out all across the globe, with the film and associated assets being featured in fifty-five different markets. Creators the world

REACH

Reached 30.3 million consumers on Facebook and 1.85 million consumers on Instagram (which is above the 8-week average of the global Originals profile).

ENGAGEMENT

Video views (Average video duration) were 10% higher than the 2015 Superstar campaign. Share rate on Youtube was 20 times higher than Superstar.

IMPACT

The NMD sold out in 3 of the 4 markets on the first day of its global launch (March 17th). It sold through 95% in the fourth market.

The agency was looking to reach an audience with authentencity in every way - visually as well as audibly. the music had to be as authentic as the message the brand was trying to relay to an audience that will not be lied to or taken advantage of. the message of the song is one of empowerment through being a visionary. not being a sheep. not following the crowd. our song became the anthem for the client. it struck a chord with not only them but the over 30 million on facebook and 1.85 million on instagram.

Adidas invited sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals. The spot depicts four brand influencers—lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler—trekking through gritty, dark, post-apocalyptic city streets complete with gangs and trash-can fires, and eventually through a prismatic tunnel into a brighter future.

SITUATION

For 2016, adidas Originals turned to their vast archive to find inspiration on new shoe designs by stealing from their own iconic history. They created their future from their past. So we introduced a new dimension to their brand philosophy: the future. Then we challenged the very notion of it.

BRIEF

Young creators are inundated with images of a dystopian future thanks to economic meltdowns, global warming, new technologies, and, of course, zombies. But adidas Originals believes the only way to predict the future is to create it. For SS16, we needed to create a rally cry for creators everywhere—challenging them to reject the future they are being fed, and instead take their future into their own hands.

OBJECTIVES

Adidas Originals has always championed creativity and empowered creators to make their own future. We needed to ignite a new generation of creators to make their own future.