In the wake of its global platform and creative rebranding in 2023, Adidas Originals continues to make waves with its latest campaign – Adidas Originals’ “1000 Back”, delving deep into the brand’s cultural heritage. This new endeavour pays tribute to the communities that have embraced and adorned iconic sneakers like the Gazelle, Samba, and Handball Spezial, both in yesteryears and today.
The campaign casts a spotlight on three revered silhouettes deeply rooted in football culture – the Gazelle, the Samba, and the Handball Spezial. Initially crafted for diverse sporting disciplines ranging from training to soccer and handball, these classics have transcended their original purposes to leave an indelible mark across various geographies, cultures, and movements.
Helmed by acclaimed director Vincent Haycock and featuring Carlisle Aikens, a prominent skateboarder and member of the Adidas Skate Team, the campaign visuals exude an aura of timeless authenticity. Through a captivating single-take film, viewers are taken on a journey through the streets, with the protagonist serving as a conduit to showcase the myriad of individuals, communities, identities, and subcultures that have embraced the Trefoil emblem.
Complementing the dynamic film narrative, a series of still images celebrate the diversity of individuals and personalities who proudly wear these iconic silhouettes today. Each image tells a unique story, illustrating how these shoes are styled in different settings, breathing new life into the timeless icons. Whether it’s the Samba, Handball Spezial, or Gazelle, the campaign captures these sneakers in a multitude of contexts, bringing forth the essence of a single shoe interpreted in countless ways.
In addition to the captivating film and imagery, Adidas Originals is set to amplify the spirit of its classic silhouettes by inviting enthusiasts to participate in a bespoke digital hub showcasing user-generated content. Fans are encouraged to share their unique interpretations of the sneakers by using the hashtags #Samba #Gazelle and #Spezial.
From the arenas of sports to the realms of skateboarding, music, and fashion, these classics transcend boundaries, solidifying their status as timeless essentials.
As the latest chapter in Adidas Originals’ “1000 Back” campaign unfolds, audiences can anticipate a celebration of heritage, diversity, and the enduring appeal of these iconic sneakers.
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