Who knew cool sneakers could inspire individuals to build their own futures? Apparently Adidas’ sneakers are just the trick to avoiding an inevitably dystopian world. Adidas Originals new campaign highlights four brand influencers – lifestyle blogger and model Aleali May, Cleveland Cavaliers’ Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler – all of whom remain blind to the future’s post apocalyptic streets while walking towards a brighter, more optimistic, future. As a way to shake up what we all expect the future to hold, Adidas, once again, takes a stab at challenging the idea and pushes the status quo.
Adidas Originals’ new campaign is interesting and refreshingly optimistic, but the concept isn’t actually new for them. In recent years, the Adidas brand has pushed the envelope with their shoe design and their brand. Director of brand communications, Brandon Beaty, weighs in on their most recent campaign, “Your Future Is Not Mine,” saying that “Street culture is playing a field that we’re a part of, and we have to do that be listening to our customers and being disruptive in pursuing the status quo.”
Adidas’ “Superstars” campaign was another perfect example of the sneaker company pushing the status quo for what it means to be a superstar. Pharrell was featured in the campaign where the singer explored whether fame was necessary for stardom. “In 2015, we challenged [this idea]. In 2016, we’re challenging the idea of what it means to create your own future,” Beaty said.
In tandem with their new campaign, “Your Future Is Not Mine,” Adidas also went on to challenge the design of their shoe lines. With the help of Kanye West, they launched the YEEZY sneaker line.
“We’re not steering away from partnering with people who fit the DNA of the brand. Kanye changed the conversation; same thing with Pharrell. The creativity he beings complements what we want to do perfectly,” Beaty said.
For Adidas’ shoe designs and advertising campaigns, predictability isn’t a word in their brand’s dictionary. What is consistent for the company’s brand, however, is that we can only expect the unexpected.