adidas Originals launches Original with a new film ‘Original is never finished’, featuring visionaries from the worlds of music, skate, sport, style and art.
Reaffirming the notion original is never finished, the film features a remix of the iconic song, “My Way” by Frank Sinatra with a provocative, reimagined approach to today’s streetwear culture. With a multi-generational cast including Snoop Dogg, Dev Hynes, Stormzy, Mabel, Kareem Abdul-Jabbar, Brandon Ingram, Petra Collins, Gonz and Lucas Puig, adidas Originals has re-interpreted its own classics and now turns to a new generation of creators and inspires them to redefine the meaning of originality.
Conceptualized under the creative direction of Johannes Leonardo, adidas Originals’ global creative agency of record, the ‘Original is never finished’ film explores this 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 their past to create meaning for a new generation. The campaign signals the launch EQT footwear, a celebrated icon from the 1990’s, redefined for a new generation.
“The past empowers the future is a philosophy that the Originals brand stays true to in everything they do. We wanted to bring this to life by exploring the rich creative past of all spheres of creativity, music, art, film and even sport, “ explain Ferdinando Verderi, Wes Phelan and Matt Edwards, Creative Directors at Johannes Leonardo. “‘Original is never finished’ is an open invitation to the new creative community. It’s a call to action to create by using the past as a canvas for new ideas,” they add.
‘Original is never finished’ delivers a visual representation bringing to life the idea, that recreating in your own way will always be entirely original. In the scene “The Birth of Venus”, artist/photographer Petra Collins reinvents a symbolic icon of beauty. Collins’ subversive, striking visual sequence creates a new relevancy for Botticelli’s infamous work of art. In another scene, rapper and songwriter Snoop Dogg recreates his very own “Doggystyle” album cover with a trippy chase scene, while also making a statement on gender equality in hip hop culture by swapping the roles of his iconic protagonists.
From skate legend Gonz alongside French professional skater Lucas Puig in “Lucas & The Gonz”, who both take to the streets in their own way, to the passing of the torch from one legendary basketball icon, Kareem Abdul-Jabbar, to one of the future, Brandon Ingram in “Raining Basketballs” or Dev Hynes’ nod to reflections of the past in his choreographed sequence in “Mirrors”, and the brand’s very own iconic product, NMDs, repurposed into masks to create new meaning as seen in “Sneakerheads”, the underlying theme remains the same — Original is never finished.
The Original campaign launched globally on January 18, 2017.