Nothing is sacred. Adidas steals from its history to create its future.
adidas Originals has looked back to find its way forward. For the return of Gazelle, a sneaker that has been taken from style tribe to style tribe, changing its meaning in culture with every exchange, the brand returned to an iconic 90s photo of Kate Moss—and threw out all the rules of ownership.
In Septemeber of 2016, adidas Originals took this reimagined image, and handed it over once again to French director Maxime Bruneel. The result was a visceral art film—a hybrid of unexpected live action and bewildering animation—that chronicled the transformation of the original images to the re-appropriated piece created by @bessNYC4.