Dive Transient:
- Adidas Originals has united main names from throughout the cultural panorama for its “Famous person, the Unique” marketing campaign, per particulars shared with Advertising and marketing Dive. Produced by company Johannes Leonardo, the marketing campaign was directed by Thibaut Grevet.
- Samuel L. Jackson narrates a teaser (“Pyramids”) and a hero spot (“Clocks”) that talk to the timeless nature of the Famous person sneaker. The latter options Jackson alongside musicians Missy Elliott, GloRilla, Teezo Landing and Jennie; athletes Anthony Edwards and Mark Gonzales and model-actress Gabbriette.
- The marketing campaign builds on the attire model’s “The Unique” marketing campaign from earlier this yr and appears to show the affect of the the Famous person by connecting ‘90s trailblazers with modern stars.
Dive Perception:
Adidas Originals has enlisted a raft of superstars in service of the Famous person, the model’s iconic shelltop sneaker that was launched to the general public in 1970. The shoe first moved from the basketball courtroom to the cultural sphere when it was worn by Run-D.M.C. circa “My Adidas” and once more popularized by boundary-pushing figures within the late Nineteen Nineties.
To proceed that longstanding cultural play, Adidas introduced collectively three figures who made an impression within the ‘90s — actor Jackson, musician Elliott and skateboarder Gonzales — with a various forged of up to date tradition makers, together with rapper GloRilla, singer-songwriter Teezo Landing, Okay-pop star Jennie, Charli XCX muse Gabbriette and NBA all-star Edwards.
The marketing campaign’s hero spot ponders the character of time and clocks in putting black-and-white images whereas Teezo Landing performs piano, GloRilla dances on a limo and Edwards wonders aloud if that’s Sam Jackson speaking. Elliott additionally breaks the fourth wall, answering a pay cellphone name and noting the main points of the manufacturing’s soundstage. In voiceover, Jackson positions the Famous person as a timeless icon.
“The Famous person has all the time been greater than only a sneaker — it’s an emblem of originality and a spark for cultural change,” mentioned Annie Barrett, vp of promoting at Adidas Originals, in a press release. “From avenue corners to international levels, it’s been worn by those that don’t watch for permission to guide. This marketing campaign isn’t about wanting again — it’s about spotlighting a brand new technology of Originals who’re constructing what’s subsequent, unapologetically.”
A 60-second teaser featured a one-shot monologue from Jackson — outfitted in an Adidas tracksuit, white Superstars and his signature Kangol cap — concerning the timeless high quality of the pyramids.
Edwards additionally featured in Adidas’ masterbrand “You Obtained This” marketing campaign, which confirmed athletes pushing by way of adversity with assistance from mentors. The research-backed effort put Adidas in firm with different manufacturers which have centered on the psychological and bodily toll of sports activities — and in distinction with grittier, win-at-all-costs advertising from competitor Nike.
Adidas noticed better-than-expected leads to the primary quarter of 2025, with currency-neutral revenues rising 13% over the prior yr. Progress was lead by its footwear class, with Originals seeing double-digit development in footwear and attire.
