Adidas Originals' New Campaign Makes A Rebellious Statement

Adidas Originals has launched yet another gripping global campaign. Mid-January, they introduced a short film with the slogan "Original Is Never Finished" along with their EQT shoe line relaunch.

The short film features artists that span different generations from Snoop-Dogg and basketball star Kareen Abdul-Jabbar to artist Petra Collins. The soundtrack plays like a rebel youth's anthem as Frank Sinatra's iconic song "My Way" was transformed into a cinematic chorus, proclaiming to the world "I did it my way!".

The short film, created by Johannes Leonardo, is filled with Easter eggs for you to interpret. For instance, Snoop Dogg's trippy remake of his "Doggystyle" album cover (that comments on gender equality in today's hip hop culture as the iconic roles are reversed) and Petra Collins' portrayal of Botticelli's Birth of Venus in the digital age; a redefinition of beauty in the new era.

The film had echoes of last year's millennial-focused campaign about rebelling against societal expectations and social media culture called 'Your Future Is Not Mine'. It was about us being the master of our own future and shedding today's vain cultural values (selfies, social media, etc) in an apocalyptic light. It was a rejection of the seemingly inevitable dystopian future and positively forging our own paths. The soundtrack proclaims, "I'm never gonna fall in line. Your future is not mine."

Related article: Alexander Wang Is Launching A Second Collection With Adidas

Many, however, are looking to this as a social statement regarding the current political landscape in the US. They have pieced together the two campaigns calling it a cry to rise against the current political regime and to take matters into your own hands. It was seen as a millennial war-cry.

While the campaigns certainly resonate today's unstable social climate, it was not the intention nor the true message of both campaigns - despite their dark and rebellious undertones.

Related article: Adidas and Kanye West Will Be Bringing You More (And More) Yeezys

Creative director, Wes Phelan states:

"We wanted the film to reflect the rich past of all creative spheres: music, art, film and sport. Starting with the music, we intentionally chose a track that had been done multiple times before to prove our point -- original is never finished."

Adidas released an anthem for people who are truly unique, staying true to themselves and constantly challenging the status quo - and encouraging them to continue to do so, because creativity never ends.

Alegra O'Hare, VP of Global Communications tells us:

“Everything we do for adidas Originals is a work in progress, as true creativity is never finished. We first raised this idea in 2015 through our superstar work, questioning the very meaning of the word. We then continued with the notion of the current dystopian future, by motivating consumers to take future into their own hands and create it. Now with original, probably the most important and centric concept to our brand’s ethos, we elevate the trefoil’s storytelling, as we look into what it really means to be original, questioning its very essence.”

Hence, it isn't a rebellious political statement as people are saying it to be. Instead, Adidas Originals celebrates individuality and tells all original thinkers out there to keep doing things "their way".

Related article: The Best Campaigns Of Spring 2017

By Hanan Haddad