For 2016, adidas Originals returned to their vast archive of iconic shoe designs and found inspiration by stealing from their own 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.
Our 2016 campaign built off concepts we introduced in 2015 for superstar. The three Originals serrated stripes, which we used in 2015 to challenge the perception of superstar, now strike through the word ‘future.’ Before, we begged the question- can you measure a superstar by ‘likes’ and ‘views’, or is a superstar something that comes from within? Now, we ask- is the future something that’s put on you by others’ expectations, or something you create for yourself?