Today adidas Originals launches a new film entitled ‘Original is never finished’,featuring visionaries from the worlds of music, skate, sport, style and art, and directed by South Africa’s own Terence Neale. Neale won a Gold Film Craft for Original Music at Cannes Lion in 2016 for the adidas Originals campaign film ‘Your Future is Not Mine’ and returns in 2017 to direct ‘Original is never finished’.
Reaffirming the notion that original is never finished, the film features a remix of the iconic song, “My Way” by Frank Sinatra with a provocative, reimagined approach to today’s streetwear culture. With a multi-generational cast including Snoop Dogg, Day Hynes, Stormzy, Mabel, Kareem Abdul-Jabbar, Brandon Ingram, Petra Collins,Gonz and Lucas Puig, adidas Originals has re-interpreted its own classics and now turns to a new generation of creators and inspires them to redefine the meaning of originality.
“We are constantly challenging ourselves and breaking down boundaries that limit imagination; we hope to inspire all creators to do the same. Now with original, probably the most important and centric concept to our brand’s ethos, we elevate the trefoil’s storytelling, as we look into what it really means to original, questioning its very essence” –Alegra O’Hare, VP of Global Communications adidas Originals & Core
ThI film explores the idea that if you push something far enough, it becomes original again. This philosophy carries through to the design language of the brand, which through collective memory continues to reinvent the past to create meaning for a new generation. The campaign signals the launch of EQT footwear, a celebrated icon from the 1990’s, redefined for a new generation.