News 22.09.2023

Need to Know

Adidas Originals campaign spotlights three iconic trainers, Alice Crossley’s Foresight Friday and social media’s key role in cementing consumer trust.

Adidas Originals celebrates iconic trainers in new campaign

Gazelle by Adidas Originals. Directed by Will Dohrn, Germany

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.

Strategic opportunity

Amid the cost of living crisis, consumers run a tight ship with their budgets. Like Adidas, can your brand channel nostalgia and champion heritage in order to stay top-of-mind and boost loyalty?

Hennessy brings its cognac-making history to life in virtual reality

France – LVMH-owned spirit brand Hennessy has opened an exhibition in its home town of Cognac, revisiting the Maison’s rich heritage and history, with a little help from virtual reality technology.

The result is Mobilis, an immersive VR experience created by French designers Olivier Kuntzel and Florence Deygas. The initiative is part of celebrations of the 40th anniversary of European Heritage Days, a series of cultural events held across Europe every September. The multi-sensory digital art installation takes visitors on a voyage exploring Hennessy’s savoir-faire, guided by sketches drawn by the Maison’s founder, Richard Hennessy. It seamlessly merges craftsmanship and technology, using latest-generation VR headsets and special effects for wind and vibrations to showcase the Maison’s many crafts – from grape-growing and distillation to assemblage and calligraphy.

‘At Hennessy, we are very passionate about preserving, enriching and passing on our heritage – blending history with poetic licence,’ emphasised the brand’s CEO and president Laurent Boillot. With this venture, Hennessy cements its commitment to fusing tradition with innovation, embracing VR as a means to preserve and transmit its legacy.

Hennessy Mobilis, France

Strategic opportunity

Take inspiration from Hennessy’s innovative approach to legacy, seamlessly intertwining immersive technology with creativity to bring know-how to life. How can you be future-forward when communicating about your brand history?

Foresight Friday: Alice Crossley, foresight analyst

Victoria Ling for The Future Laboratory Victoria Ling for The Future Laboratory

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Alice Crossley dives into London Fashion Week, Tube Girl, H&M charging for returns and Durex hiring condom testers.

: For his second show at the helm of Burberry, Daniel Lee put together one hell of a Frow (front row). Arsenal footballer Bukayo Saka sat next to Olympian Mo Farah while the cast of Top Boy mingled with celebrities such as Naomi Campbell. Even Kylie Minogue was there.

: Simone Rocha’s aesthetically pleasing show deserves a mention too. Held at the English National Ballet HQ, The Dress Rehearsal featured roses, bows and iced wedding cakes as recurring motifs, but it was the heavily bejewelled Crocs that stole the show. Rocha’s spin on wedding attire seemed to be an ode to the unconventional beauty of modern marriage.

: In other non-fashion week news, Durex is paying 50 people £100 ($123, €115) to test its condoms, H&M is the latest retailer to start charging for returns and MAC Cosmetics wasted no time launching a partnership with TikTok’s Tube Girl, who I’m really hoping to see dancing on the Northern Line any day now.

Quote of the week

‘Creativity is our national superpower’

Sarah Mower, British Fashion Council's ambassador for emerging talent and chair of the Newgen Committee

Stat: Tackling societal issues on social media does not make brands memorable

Homecoming and Browns, UK Homecoming and Browns, UK

UK, US – In the ever-evolving landscape of social media, a new study underlines its significance in establishing brand-consumer trust.

The 2023 Sprout Social Index, Edition XIX: Breakthrough reveals that consumers increasingly value timely and authentic interactions with brands on social media platforms. The survey, conducted by social media management software Sprout Social, involved over 1,800 consumers and 900 marketers in the US and the UK. It highlights a shift in consumer expectations, with 68% of respondents stating that they follow brands on social media primarily to keep updated on products and services. More surprisingly, one in four consumers still find it memorable when brands speak out about social issues and causes, despite this becoming a more common practice.

The research further emphasises the growing importance of personalised care and engagement for brands on social media. These findings emphasise why brands need to tap into their significant societal power to establish stronger connections with consumers, as we have previously suggested in our piece exploring why essentialism is the future of branding.

Strategic opportunity

Generation Z are quick to detect lip service, and even quicker to take their business elsewhere when they sense a brand is not authentic and transparent. Consider how well your current brand communications align with the values of your target audience

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