Adidas Unveils Next Chapter Of 'the Original' Campaign

adidas says that at the centre of the campaign are three silhouettes: the Superstar II, the Handball Spezial and the Samba OG. At the heart of this concept is the brand's collaborative vision with director Thibaut Grevet.

Grevet brings his signature style to the campaign film. Through his lens, adidas says viewers see the power of those who inspired the thousands that followed in their footsteps — told through juxtapositions where the energy of the crowd sets the stage as we find each 'Original' in their space.

The continuation of the global creative is seen as South Africa's adidas contracted partners — amapiano sensation Focalistic, singer and song-writer Shekhinah and Gqom dj and producer Que DJ shot by Cape Town-based photographer Sven Kristian — feature in the local execution of the campaign. They showcase the "one" in a thousand who stand out and lead the way to inspire the next. Shot alongside this trio were industry disruptors, soul singer Bongeziwe Mabandla, djdoowap and indie / rock band internetgirlmusic, who showcased the impact of their 'Original' within the music industry supported by footwear models, namely Superstar, Spezial and Samba, says adidas. 

adidas concludes that the campaign slogan is, 'It just takes one. Before there can be a thousand. There's always The Original.' 

For more information, visit adidas.com. You can also follow adidas on Facebook or on Instagram.

*Image courtesy of contributor