Adidas Originals is getting a makeover.
The German sportswear giant has launched a new campaign along with a fresh “visual identity” for Adidas Originals, its 51-year-old fashion and lifestyle division. It’s part of the brand’s strategy to capitalise on the surging popularity of franchises like the Samba and Gazelle, which have replaced Nike’s Dunks as the latest “it” sneakers among young, fashion-forward consumers over the past year and a half.
“The plan is to introduce the heritage and history of Adidas Originals to a new, younger group of consumers who are discovering these products maybe for the first time,” said Torben Schumacher, senior vice president global general manager of Adidas Originals, basketball and partnerships.
The campaign — bearing the tagline “We Gave the World an Original. You Gave Us a Thousand Back” — will shine a light on the different subcultures that have adopted the sneakers over the years, Schumacher said. The Superstar, for example, was originally designed as an on-court basketball sneaker but was later adopted for casual use by hip-hop groups like Run-DMC. Read more in our #linkinbio.
✍️ @danielyaw_
📷 Courtesy
The German sportswear giant has launched a new campaign along with a fresh “visual identity” for Adidas Originals, its 51-year-old fashion and lifestyle division. It’s part of the brand’s strategy to capitalise on the surging popularity of franchises like the Samba and Gazelle, which have replaced Nike’s Dunks as the latest “it” sneakers among young, fashion-forward consumers over the past year and a half.
“The plan is to introduce the heritage and history of Adidas Originals to a new, younger group of consumers who are discovering these products maybe for the first time,” said Torben Schumacher, senior vice president global general manager of Adidas Originals, basketball and partnerships.
The campaign — bearing the tagline “We Gave the World an Original. You Gave Us a Thousand Back” — will shine a light on the different subcultures that have adopted the sneakers over the years, Schumacher said. The Superstar, for example, was originally designed as an on-court basketball sneaker but was later adopted for casual use by hip-hop groups like Run-DMC. Read more in our #linkinbio.
✍️ @danielyaw_
📷 Courtesy
