Adidas Originals are challenging the meaning of originality with a new campaign introducing their new ambassador squad featuring Kendall Jenner, James Harden, 21 Savage, Playboi Carti and Young Thug. Confronting the fact that everything has been done, every idea is somehow reminiscent of an original idea that preceded it. Adidas aims to empower a new generation of creators to create freely from the fear of hearing their work has been done before. To showcase their new season, the brand has created and remixed a video (as seen above).
In this chapter of Original Is Never Finished we propose a new definition of original, which is not about where things and ideas come from, but where they are taken to. We put our words into practice by remixing and recreating our own film with new scenes and new cultural moments - emphasizing that originality is about constant evolution, while preserving the idea of remaking the past our way. Drawing inspiration from Da Vinci’s Vitruvian Man, and key scenes from the first chapter of the film, this rendition remixes the 'My Way' track and adds new faces, new apparel, new footwear silhouettes, and new social commentary. Once again we will prove that ORIGINAL IS NEVER FINISHED.
