There's no denying Adidas come up in the last few years with their NMD's and their Yeezy's and their HumanRace and etc . They're starting to give Nike a run for their money culturally . I make that distinction because Nike earned 3.7 billion in sales compared to Adidas 877 million last year . So to say that they're giving a Nike a run for their actual money is a little like saying that Myspace is really growing and is finally making a comeback against Facebook . Nevertheless , Adidas has definitely became cool again with all their new tech and celebrity collabs but I think that it's the Original's that are really making the noise . Yeezy's are dope and NMDs are comfortable but the Superstars are what you see everywhere from your neighborhood mall to your favorite model's Instagram when they're wearing their "casual comfortable , woke up like this" looks . The "Original" line is where they showed 60% increase last year and that's whats the most popular purchase amongst the consumers . They haven't really upgraded the fabrics very much especially in comparison to all of Nike's new wearable tech but they have tailored the old designs with a new silhouette to make the looks more current .
The reason why I bring all this up is because of their brand spanking new , million dollar creative agency created campaign , is all fantastically and beautifully wrapped around their current slogan : "ORIGINAL is never finished" . The commercials , digital content , and marketing efforts are put into features that showcase athletes , artists , lifestyle athletes who are deemed originals in their distinctive fields . The marketing media is done beautifully and the sentiment is beautiful but I feel like the slogan doesn't speak to that . The slogan really , obviously , states that (Adidas) Original is never finished and that the Adidas Originals Brand is making a come back . The double entendre is fairly obvious but I would argue that the double entendre doesn't really work as it only really clearly speaks to one of the metaphors are is a reach for the other .
Of course , my mental meanderings on this topic is fairly futile because obviously the campaign is working is that people are buying . In fact , I love Adidas Original products and I love the media content that 72andsunny have created for this campaign . This is just a little peak into the mental gymnastics I do for no reason to distract me from the real questions of my life such as , "coke .. or pepsi?"
So the next you catch me looking off into space seemingly in deep angsty thought , you know , this is the junk thats flying through my mental space .
I want to say that there was some epic artistic inspiration behind creating this video . Something like , I saw a bird fly through the night and when it hit the light an Adidas logo was created in the shadow and i just knew that i had a go buy a bunch of gear and create this... for the people of humankind .It would certainly give me more artist cred . But the truth is that me and my friend Chad just bought a bunch of Adidas gear that we liked and thought it would alleviate our shopper's guilt if we did something productive with our new purchases . We both used their opportunity to try our hand at different photo and video skills and also got to work with a talented friend . Money will spent-ish
Direction - JUSTFENG
Photo/Video- Chad Mayate , JUSTFENG
Dancers/models - Ayumi Sasaki , Chad Mayate , JUSTFENG
*** I'm sorry MySpace for the cheap shot , I gots love for you and will always remember the good times .
