adidas is doing it its own way -- and it's working. As part of the relaunch of its EQT shoe line, the footwear brand is debuting a global campaign centered around the idea of originality and creation. This week, the company introduced a stylish, bold 90-second film "Original is never finished," which features a mix of modern creators such as Snoop Dogg, hip-hop artist Stormzy, basketball star Kareem Abdul-Jabbar and artist Petra Collins, set to the re-worked sounds of Frank Sinatra's classic tune "My Way."
The spot, directed by SA’s own Terence Neale, features assorted "Easter Eggs," including artist Petra Collins' re-imagining of Boticelli's "Birth of Venus" and Snoop Dogg's own retake on his "Doggystyle" album cover, with a bold social statement.
"We have in the past challenged 'outward'-facing concepts like what it meant to be a superstar, or the dystopian notion of the future," explained Alegra O'Hare, VP-global communications at adidas Originals & Core. "For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original."
The film explores the idea that if you push something far enough, it becomes original again. This philosophy carries through to the design language of the brand, which through collective memory continues to reinvent the past to create meaning for a new generation. The campaign signals the launch of EQT footwear, a celebrated icon from the 1990’s, redefined for a new generation.