Bringing a classic brand into a new dimension

Adidas Originals is a brand dripping with history and steeped in nostalgia. But 2016 represented a turning point for the brand. For the first time, they incorporated cutting edge sneaker tech from their athletic line to update old Original styles and create new silhouettes.

That meant introducing an entirely new dimension to the Originals brand. The future.

Problem

Adidas Originals' style has always been informed by the past. But this year saw the introduction of a new flagship shoe, as well as dramatic updates to the classics. For the first time, the brand was stepping into new territory.

Insight

We're inundated with apocalyptic views of the future: from recessions to global warming to zombies. But anyone who thinks we have no future greatly underestimates the world-changing power of young creators.

Solution

We helped young people reject the future they were given and instead lead the movement into their own future by creating the rally cry: "Your future is not mine." 

"It's a bold and rebellious execution that rebels against our current loves;
smart phones, selfies and virtual reality."
- Forbes Magazine

"The words of the mesmerizing chant feel like a powerful generational anthem..."
- Little Black Book

"When a song made for a commercial is better than any song you hear on the radio."
-YouTube Comment
 

Results

Adidas Originals sold 400,000 NMD sneakers in a single day, breaking all previous records.

The short film has been viewed more than 6 million times on YouTube, and another 6 million times on Facebook. Numerous UGC projects that feature the track have appeared online.
 
More than 5 Million Likes on Instagram for content featuring the track.
 
The song has over 40K plays on Soundcloud, 150K on Spotify and thousands of downloads on iTunes.

We won 2 gold lions, 2 bronze lions and were shortlisted for 2 more.

*I was the creative team's sole copywriter. I worked with strategy to focus in and define what the future meant for young creators, and wrote the lyrics to our rally cry song that reinforced the strategic insight. I worked directly with the music production company to create the song and with our film director to craft the video. I also lead the social copywriting to launch the campaign across Adidas' media channels.