Adidas Originals celebrates iconic trainers in new campaign

Global – Adidas Originals has launched a brand campaign celebrating three of the brand’s iconic trainer styles: Samba, Gazelle and Superstar.

Directed by Will Dohrn, Justyna Obasi and Daniel Wolfe, We Gave the World an Original. You Gave Us a Thousand Back comprises three films, each focusing on one sneaker. The nostalgic clips spotlight the blend of sport stars and everyday people who have contributed to the brand’s legacy. Alongside the campaign videos, still visuals feature brand-associated A-listers photographed by Chadwick Tyler and collated in triptychs that hint at Adidas’s signature three stripes. The campaign coincides with the subtle branding updates. The trefoil, which has symbolised Adidas Originals since 2000, now stands alone, with the brand name no longer part of the logo.

Adidas is a streetwear giant, especially with the recent return of Samba as the most popular sneaker of 2023. But in a shifting streetwear sector, such campaigns are integral for brands like Adidas to stay relevant and remind consumers about legacy, a topic we explore further in our forthcoming Streetwear Market.