The return of Adidas is common knowledge… The evolution of their social media game has followed a similar path.
Adidas’ decided to veer away from TV advertising in favor of social advertising. They understand that their core market—millennials—just isn’t spending much time watching traditional TV. They know millennials are much more likely to see and respond to social and digital advertisements.
Adidas cemented their position as a key fashion figure in the hip-hop industry with their latest Instagram campaign. Using the hashtag #ORIGINALis, Adidas partnered with big names like Snoop Dogg, Desiigner, and Stormzy to highlight and promote their Originals line-up.
Though Adidas has different product lines for different sports, like football and basketball, Adidas uses the video below to build their Originals brand as a totem of hip-hop culture. The campaign uses influencer marketing to appeal to a wide base of people within Adidas’ target market. Partnering with influential figures in the hip-hop world helps Adidas establish additional credibility and the videos it has created for this campaign are intriguing and engaging.
#ORIGINALis
The videos are set to an operatic remix of Frank Sinatra’s classic “My Way” track — a nod to the idea that creating in your own way will always be entirely original.
As Adidas themselves explain their campaign under their YouTube video:
“We feature visionaries from the worlds of music, art, skate, and sport. Reaffirming the notion original is never finished, the film features a remix of the iconic song, “My Way” by Frank Sinatra with a provocative approach to today’s streetwear culture. adidas Originals turns to the new generation of creators to inspire them to redefine their meaning of originality. ‘Original is Never Finished’ film explores this idea that driving culture forward can recreate the idea of what is truly original.”
Grand Prix at Cannes in Entertainment for Music.
Adidas’ spot featuring Snoop Dogg and Stormzy and set to a cover of Frank Sinatra’s My Way has taken the Grand Prix at Cannes in Entertainment for Music.
The 90-second spot, “Original is never finished”, was created by Johannes Leonardo and introduced a global campaign for the sportswear giant that promoted Adidas Originals.
You can watch the spot here:
Enjoy!
Always original,
Chrystalla