First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

The most liked sneaker brand on social media.

400K Pairs of NMD_ sold in one day.

Adidas's biggest launch ever.

To launch the NMD, a new silhouette from adidas Originals, we needed to add a new dimension to the mostly nostalgic brand—the future. But the media paints a dystopian future.

To fight that notion we created a defiant anthem: “Your Future is Not Mine”. As the soundtrack to our launch film, the song heralded our message to the world. Viewers became hungry for a full length version, so when Grammy winning producer of the Weeknd, Illangelo, released the single it drove our campaign across multiple platforms, from events to outdoor.

Our point of view on the future was taking off. People were commenting on every platform whenever the film was posted- they wanted the song. To feed the flames, we released our anthem as a full length track, remixed by Grammy winning producer of the Weeknd - Illangelo.

The anthem began to gain traction across musical publications, with premieres on multiple blogs and music stations.

The imminent demise of mankind due to famine, climate change, nuclear war or an AI apocalypse is written everywhere young people look. On TV, on their phones, or in their feeds. Even pop culture spins a similar story. Box office hits like Hunger Games, Mad Max, Maze Runner and the Insurgent series are all set in a dystopian future. You can’t open your eyes without seeing the end of the world.

But when we asked young creators about their future, their answer sounded different.