“We wanted to give a whole new meaning to the idea of being never finished. We were fascinated by our own repeated behaviors, and once we disrupted the routine it gave us the freedom to explore the unexpected.” Says Alegra O’Hare, VP of Global Communications, adidas Originals
The cast of creatives includes Dua Lipa, Miles Silvas, Playboi Carti, Lu Han, A$AP Ferg, Nick Young, Kaytranada, Marcelo Vieira, Florencia Galarza, and Adrianne Ho.
Images courtesy of adidas Originals
Unfortunately, with many of our sportier staffers out of town, it was up to two of us to represent— and while Jesper was not worried, having never worked out in my life, I was sweating before we had even arrived. But what our intimidating workout revealed was a major revelation, a take home for everyone from top runners to those who only run for free food or from oncoming traffic— if your shoes truly feel like tiny trampolines, fitness is actually kind of fun. Try it for yourself in February.
From there, the goal was in delivering a final footwear product fluently fitting for all facets of what they thought made up a "woman." Which leads us to the final footwear line, and according archetypes, the jester, rebel, sage, lover, and explorer. The campaign appropriately features Kelsey Lu and ABRA, both cultural figures clearly building a foundation for a bright future of female talent.
