Adidas Originals has united a solid of cultural icons to have fun the enduring affect of its traditional Celebrity sneaker silhouette.
Actor Samuel L. Jackson stars in and narrates two new advertisements, which spotlight the timelessness of the model and its cultural affect from basketball to streetwear.
“Clocks,” which dropped immediately (July 7), incorporates a handful of the model’s celeb roster and examines the which means of timeless model amid fast-moving tendencies. “Icons don’t comply with time–they set it,” Jackson says.
Shot in black and white, the 90-second spot options cultural figures together with Grammy Award-winning songwriter and producer Missy Elliott; skateboarder Mark Gonzales; Minnesota Timberwolves star Anthony Edwards; Memphis rapper GloRilla; singer-songwriter Teezo Landing; Ok-pop star JENNIE; and mannequin and actress Gabbriette.
“Pyramids,” in the meantime, options Jackson delivering a monologue in a sparse, black and white setting. He attracts a parallel between the traditional pyramids that have been “constructed to final” and the Celebrity.
Each spots have been created by company Johannes Leonardo, produced by Division, and directed by Thibaut Grevet, who has developed campaigns throughout sports activities, music, and vogue.
“This marketing campaign isn’t about wanting again—it’s about spotlighting a brand new era of Originals who’re constructing what’s subsequent, unapologetically,” Annie Barrett, vp of selling at adidas Originals, mentioned in an announcement.
“Clocks” will run throughout the model’s digital, social, retail, and PR channels.
Missy Elliott, Anthony Edwards, and GloRilla.
An ‘Authentic’ world platform
“Celebrity, The Authentic” marks the following iteration of adidas Originals’ “The Authentic” world marketing campaign, which launched in March.
The platform was constructed because the model shifts its focus “from celebrating its cultural legacy to inspiring future generations,” highlighting its iconic silhouettes just like the Celebrity II, Handball Spezial, and Samba OG.
The marketing campaign underscores the truth that the Celebrity mannequin, particularly, continues to transcend tradition and generations. Initially created for basketball, the sneaker has since been adopted by rappers, streetwear fanatics, and now on a regular basis folks.
In 2020, adidas Originals celebrated the fiftieth anniversary of the shoe by launching Membership Originals, a music-centric marketing campaign focusing on Gen Z.
“The Celebrity has at all times been greater than only a sneaker—it’s a logo of originality and a spark for cultural change,” mentioned Barrett. “From road corners to world levels, it’s been worn by those that don’t await permission to guide.”
