Adidas // Originals // Pitch
‘A pitch to remind Adidas that if something cool happened they were there.’
How do you make Adidas Originals feel relevant again? Simple. Remind people that Adidas was worn by more people who didn’t give a F**K than any other brand. True Originals.
Going through their history was incredible—Adidas shoes and clothing had been worn at more defining moments in ‘cool history’ than any other brand. And for once, this wasn’t just advertising bending the truth. It was real. All we had to do was figure out the best way to tell people.
From posters to in-store displays, shoeboxes to the shoes themselves—every touchpoint was an opportunity to tell an Original story. Live Aid, with Freddie Mercury delivering arguably the greatest rock performance of all time. Oasis recording one of the most influential albums ever. Ali competing in the greatest boxing match of all time. These were the shoes Michael Jordan wanted to wear before Nike ‘bought’ his loyalty.
People needed to be sitting comfortably, ready to hear a story that was as legendary as the brand itself.
And of course we wanted to not just tell the story, we wanted to write the next chapter. Original firsts was designed to support the next generation of originals and give Adidas more original stories to be continued…
And of course making sure Adidas was there at the next moments that define culture.
