“Original Is Never Finished”

by adidas Originals

On the musical notes of a revisited version of the iconic “My Way” by Frank Sinatra, adidas Originals launched its new global campaign '’Original Is Never Finished'’.

With a multigenerational cast, the video’s protagonists are visionaries from the worlds of music, skate, sport, style and art. This includes the likes of the rapper and record producer Snoop Dogg, the hip-hop musician Stormzy, the basketball icon Kareem Abdul-Jabbar, the visual artists Petra Collins, Gonz, Lucas Puig, Dev Hynes Mabel and Brandon Ingram.

Designed under the creative direction of Johannes Leonardo, the New York-based creative agency and partner of adidas since 2014, the video with a provocative approach to today’s streetwear culture revolves around a basic idea: Surpassing ones limits, it is possible to find originality in anything. This philosophy forms the basis of the brand’s aesthetic language, which through  its collective memory continues to reinvent the past by creating something unprecedently meaningful for the new generation.

“…adidas Originals turns to the new generation of creators to inspire them to redefine their meaning of originality. “Original Is Never Finished” film explores this idea that driving culture forward can recreate the idea of what is truly original”.

The campaign marks the launch of EQT shoes, a glorious 90 year sneaker-icon revived for the new generation.

The message is really clear and well received: Originality Is Endless.

Words    Alessandro Ieva

Editor    Annie Markitanis