adidas Originals: represent your crew

Insight
When all Originals represent… you never know what you’re going to get. To launch adidas Originals F/W12 collection adidas wanted a campaign as bold as the colours, styles and shapes designed in partnership with Jeremy Scott.


Idea: all Originals represent
How do you strut your stuff? For this massive global 360 campaign we worked with Beyoncé and Rihanna’s favourite music video director Melina Matsoucas to capture scenes of live music, fashion and culture crews rocking down the crosswalk together in abundant style. We commissioned a soundtrack from Nicki Minaj who rapped "Shelltops is on,", a shout out to Run DMC's My adidas’ legendary 1986 debut single. Other artists included, Japan’s K-pop superstars 2NE1, Big Sean, Sky Ferreira, Derrick Rose and Kids These Days. From careful matching sneaker, stitch and watch shots combined with careful choreography these film scripts were meticulously written and re-written over the course of a year.

For activations, we invited groups of friends to #representyourcrew online and in store. In print, we snagged space in Hypebeast’s premiere magazine and other fashion, music and culture press.

Japan 60-second edit starring 2NE1 and their song I am the best