An open invitation to Celebrate Originality all around the globe
In the upcoming year, adidas Originals invites today’s lifestyle consumers to Celebrate Originality through an exceptional brand campaign and a variety of product themes inspired by the rich sporting heritage of adidas and the global reach of the Trefoil. As an open invitation to self-expression, adidas Originals’ true stories of creativity and individuality will be visualized through the Originals globe that represents the diversity of the brand and acts as both gateway and home to all themes. All highlight product stories for the Fall/Winter 2008 season authentically present originality, the meaning of the Trefoil.
In 2008, adidas Originals inspires and enables consumers with stories of authenticity, creativity and individuality from the special part of the world in which the Trefoil lives. In the '70s, a globe was used as a visual device to bring to life the vast array of different sports catered for by adidas. As our open and positive attitude transcends sport and style, we reintroduce the globe to show that adidas Originals unconditionally provides products for a multitude of lifestyle consumers. A handful of examples demonstrate the richness and diversity of the brand and its consumers. Making up the world of Originals, these special stories prove that adidas Originals and all those wearing it truly Celebrate Originality.
As hub of the entire campaign, the globe encompasses all the other individual Originals stories such as Grün, Sounds of the City, Handbags for Feet, Original Games, Respect M.E., Coastal and Originals Eyewear plus Watches. The Adi Dassler film explains the world of Originals in one execution showcasing Adi Dassler’s open-minded approach to designing products for athletes, and the resulting transition the Trefoil made from sport to everyday culture.
With six double-page and single-page fashion shots plus six single-page and three double-page product visuals rounded off by five spots, the adidas Originals Spring/Summer 2008 advertising campaign aims to reach out to a broad lifestyle consumer base by highlighting the values of the Trefoil that inspire individuality far beyond today.
The first Spring/Summer 2008 ads will roll out in January 2008 issues of key lifestyle and fashion publications such as InStyle, Glamour and GQ as well as magazines such as Vogue, Cosmopolitan and Vanidad. The spots will run online as well as in selected movie theaters all around the globe.
With the introduction of an exciting and handcrafted Sneaker Pack collection for men in Fall/Winter 2008, adidas Originals presents authentic – old and at same time contemporized – new iconic styles to the sneaker community. Key models are the Superstar Vin that comes in its classical colorway but is also introduced as a contemporized and luxurious re-interpretation using extraordinary executions on stripes, shell toe and midsole. Other trainer looks represent the iconic Micropacer Running silhouette together with the new version featuring an innovative construction of entire upper design in cooperation with Gore-Tex® featuring waterproof material.
The old versus new approach is also mirrored in the apparel line that establishes new pillars with the Track Top Initiative for men and women aiming to extend the line to successful franchises with re-crafted iconic models.
The elegant Sleek footwear range continues to be the leading women’s theme in Fall/Winter 2008 while for the first time an apparel line will be added offering a holistic women’s concept. The iconic basketball silhouette Concord Round and the tennis model Stan Smith Round come in a re-interpreted sleek and feminine look inspired by round ballerina shaped toes. Patent materials and gold detailing bring additional value to the silhouettes. Beyond Sleek, women-specific concepts such as the continuation of Handbags for Feet, Classic Clean and the new Winter footwear range round off the biggest women’s offer ever. Taking inspirations from metallic fashionable material executions and graphics such as patterns and monograms found on luxury handbags, Handbags for Feet features footwear and apparel following the trend for luxury accessories.
The Fall/Winter 2008 Respect M.E. collection takes us on a journey through snow and ice. The Rhythm Line is inspired by winter sports style dusted off with rich Champagne Powder Glam. Platinum metallic reflects the snow and replaces gold from previous seasons. Rhinestones re-present ice crystals and diamonds with white silver fox fur completing the rich sensuous treatments. The Bass Line on the other side freezes winter sport styling with street smarts presenting the Hip Hop heritage in a fresh way.
The Own Store Exclusive Ranges reflect the overall spirit of craftsmanship and support the approach of self-expression with special monthly roll outs in the Originals stores world wide. Highlight collections are the V.I.P. pack representing luxurious sneakers for men featuring premium materials and unique designs, the Tech Rave theme bringing back the 90s rave spirit and combining it with a tech touch visible in apparel and footwear, and Craftsmanship Casuals re-interpreting wintry craftsmanship materials like tartan and sheepskin in a credible street execution.
The Originals Denim by Diesel collection will enter its second season in Fall/Winter 2008 presenting ten models of extremely detailed, premium denim for true male and female jeans lovers.
To be launched for the first time in February 2008, the Originals Denim by Diesel collection rolls out exclusively in the newly designed Originals retail concept starting off with Berlin and New York and is planned to roll out in further Originals stores all around the globe within the next year.
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