Adidas is giving the retro style a modern update and launching a new brand platform.
A new era is beginning for Adidas Originals, the brand’s over 50-year-old fashion and lifestyle division and its famous Trefoil logo, the Herzogenaurach-based sportswear retailer announced on Tuesday. The new brand platform called “We Gave the World an Original. “You Gave Us a Thousand Back” is intended to honor those who have consistently brought the Trefoil logo to the forefront of the cultural scene.
At the center of the new platform are three campaigns, each of which illuminates the history and evolution of one of the three popular sneaker models Samba, Gazelle, and Superstar.
Director Daniel Wolfe focuses on the superstar sneaker, which was once conceived as a basketball shoe but was later taken up by the hip-hop movement, while filmmaker Will Dohrn tells the story of the Gazelle model from the perspective of a young protagonist in different fashion eras. The Samba model, a former football shoe that is currently one of the most popular sneakers ever, was also honored by Adidas in a new film. Artist Justyna Obasi captures the story of the samba’s journey through time and space, beginning with the running movement of young soccer players and ending with the cultural scenes that the sneaker has made its own, according to Adidas.
The films are complemented by photographs by photographer Chadwick Tyler, who photographed Adidas brand ambassadors and celebrities such as soccer stars Zinedine Zidane, David Beckham and Jude Bellingham as well as rapper Pusha T and actress Jenna Ortega.
The platform will be unveiled on September 25th.