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 amazing, their shoes and clothing had been worn at more great moments in ‘cool history’ than any other... and for once this wasn’t advertising bending the truth and all we had to do was work out a way to tell people.
From posters to in store… shoeboxes to the shoes themselves all were an opportunity to tell and Original story. Live Aid with Freddie Mercury giving arguably the greatest rock performance off all time. Oasis recording one of the most influential records of all time. Ali competing in the greatest boxing match of all time. They were even the shoes Michael Jordan wanted to wear, before Nike ‘bought’ his loyalty. People needed to be sitting comfortably.
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.
