ADIDAS ORIGINALS FW23
In FW23, adidas embarked on a fearless re-positioning and category reset of Originals as we knew it - spearheaded by a brave simplification of the iconic adidas trefoil logo with the single minded objective to establish a lasting and influential presence, emphasising legacy over the adoption temporary viral trends.
Understanding the nuance that exists in our market, we used the medium of still portraiture to explore the faces and voices that had shaped and will continue to shape the culture of Originals in South Africa and through their stories began to celebrate the cultural positioning of adidas Originals in South Africa in way that felt honest and true to the legacy and spirit that has become synonmyous with the iconic Three Stripes.
The Three Stripes | Immortalised By The People | To Create Originals
The campaign portraits were exhibited throughout the city through billboards and wheat-paste executions - amplifying the expanse of our partner and creator network and driving home the originals community sentiment.
SEEDING
The partner seeding boxes included 3D printed designs of each of the core campaign franchises, which could be customised through supplied painting sets.
A multidisciplinary studio space that empowers creation and empowers our heritage and community.
The space powered by legacy adidas partner Lemkus, hosted a series of 4 unique workshops spanning across the mediums of film and concept development, textile development and entrepreneurship in fashion, sustainable footwear design for the future.
A COLLABORATIVE SPACE
The Originals Studio space included custom design pieces, with an “original” custom lighting piece designed by Matte and ThingKing.
The space additionally housed the Originals portraits as an exhibition and product display space.
