adidas Originals: The Return of the Classics, Inspired by Modern Tastemakers
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We Are Social and Adidas teamed up with global icons David Beckham, Pusha T, Anitta, Zinedine Zidane, Hoyeon Jung, and Jennie Kim to create a powerful campaign that celebrates originality and honors the legacy of adidas Originals.
We Are Social and Adidas came together to create something truly special—an homage to the tastemakers and cultural pioneers who have redefined the meaning of adidas Originals. “We gave the world an Original. You gave us a thousand back.” This campaign set out to do more than just to celebrate, it was also a reset—a bold nod to the global icons and trendsetters who continue to breathe fresh life into the iconic three stripes. With some of the biggest names in the spotlight, the campaign harnessed the energy of those who shape culture, blending past, present, and future in a way that feels both powerful and fresh.
We Are Social and Adidas brought together six global icons—David Beckham, Pusha T, Anitta, Zinedine Zidane, Hoyeon Jung, and Jennie Kim—to create a powerful collection of celebrity edits. Each story highlighted what makes them an original, showcasing their personal journeys and what the concept of originality means to them.
With this bold move, Adidas relaunched its classic footwear staples, the Samba, the Superstar, and the Gazelle. The authenticity of each setting was key—Beckham on the pitch at Inter Miami FC, Pusha T back in his hometown of Virginia, and Jennie in the vibrant streets of Seoul, capturing the heartbeat of K-pop culture. This focus on realness was pivotal in making the campaign resonate on a global scale.
The collaborative effort results in a series of edits showcasing their unique stories and what it means to be an original. This fresh approach reignited the adidas classics—the Samba, Superstar, and Gazelle—while keeping authenticity at the heart of the campaign. From Beckham on the field at Inter Miami FC to bringing Pusha T’s roots to the forefront in Virginia to Jennie in Seoul’s K-pop epicenter, each story resonated globally, capturing the essence of individuality and culture.
We Are Social and Adidas crafted a dynamic ‘Originals’ script for each celebrity, allowing them to lend their voices to the campaign while creating bespoke stories that captured their individuality. Using a range of cinematic techniques, each 45-second edit felt distinctive, reflecting the uniqueness of the campaign itself. These edits were launched on the adidas Originals Instagram channel, with key celebrity partners collaborating to amplify reach. Alongside the films, striking stills were created and featured in OOH and in-store displays globally, further maximizing visibility.
This brand awareness campaign, built around the message “We gave the world an original. You gave us a thousand back,” sparked excitement and renewed affection for the timeless adidas Original shoes, reminding fans of their iconic place in fashion and culture. The campaign’s powerful storytelling and innovative approach earned it a Gold at the 2024 NY Digital Awards in the Social Media - Celebrity / Fan category. This recognition highlights the impact of its unique vision and creative execution, resonating with fans and the industry alike.
Credits
Entry Title: adidas Originals
Company: We are Social
Client: adidas
Winning Category: Social Media - Celebrity / Fan
In partnership with Freed Developments, Gladstone Media presents a captivating film that brilliantly captures the spirit of Toronto through a stunning display of urban luxury.
