Adidas Originals is altering course.
For its spring marketing campaign, the favored heritage-based sub-label isn’t just specializing in the heritage of its core merchandise however is looking for to encourage followers to embrace their originality as effectively.
The worldwide marketing campaign, appropriately titled “The Authentic,” focuses on one monitor jacket and three footwear silhouettes which have helped outline the sports activities model: the Firebird, Celebrity II, Handball Spezial and Samba OG.
“It’s a brand new second to reset the course and tone of Adidas Originals,” mentioned Annie Barrett, vp of selling for the division. “We’re on a journey to speak what Adidas Originals stands for.” She mentioned the gathering remains to be rooted in sport however has been adopted by tradition and that is the message being communicated with the brand new marketing campaign.
The corporate has tapped director Thibaut Grevet, whose work encompasses sport, music and trend, to create a movie set to “Solely You (And You Alone)” by The Platters, that blends music and trend in an upbeat message.
The marketing campaign options heritage attire and footwear.
Courtesy of Adidas
Barrett mentioned Grevet’s background made him the perfect alternative for the marketing campaign. “Along with his background in streetwear and music, he had the grit and tone we needed,” she mentioned.
He created a reside rave and let the fashions dance and transfer “to indicate their uncooked feelings and actions,” Barrett described.
However he was concerned with extra than simply the movie. “The look, really feel and tone that he introduced has been unbelievable,” she mentioned. “He additionally had an eye fixed for styling and casting — it was a real collaboration.”
Barrett mentioned Adidas Originals product has been adopted by “individuals who form tradition,” which was the explanation for the advertising and marketing shift this season.
Adidas Originals was created in 2001 to reimagine key items inside the firm’s archives. The gathering, which has turn out to be well-liked in avenue tradition, makes use of the Trefoil brand that was launched in 1972. Over time, Adidas Originals has partnered with Run-D.M.C., Y-3, Kith, Pharrell Williams’ Humanrace, Sporty & Wealthy and others.
Final month it created A-Kind, an elevated assortment of a number of the model’s hottest items. It marked the primary time Adidas had created high-end product by itself relatively than with a luxurious companion.
Barrett mentioned that with A-Kind and the brand new marketing campaign, Adidas is “pushing the perimeters” of the Originals universe.
Over the previous few years, the gathering has been a shining star for Adidas. Within the firm’s fourth-quarter earnings report earlier this month, Adidas mentioned Originals posted sturdy double-digit progress within the interval.
“We’ve had a number of nice years,” Barrett mentioned, including to anticipate additional exploration of the gathering sooner or later. “Now we’re specializing in classics, however as we transfer to the again finish of 2026, we’ll discover pushing innovation in product and supply extra life-style [merchandise].”
