The brand new advertising campaign for adidas Originals Spring/Summer 2007 season is set to launch in January issues of international lifestyle and fashion magazines. Whilst the campaign reaches out to a broader audience, adidas Originals maintains its aspirational image with creative advertisements that are inventive, playful and enticing. The campaign was shot by eminent photographer Nadav Kander.

The general concept behind the different executions is Free Thinking. This creative direction, developed by 180 in Amsterdam, is at the heart of adidas Originals, inviting its consumer to become a Free Thinker and dive deeper into the world of adidas Originals.

Portraying imaginative and human situations, all ads translate the product themes of the new collection.

SLEEK SERIES/FAFI
This execution was created around the personality and image of French street artist Fafi. Her extraordinary art creations are sexy and often portray liberated young women called the “Fafinettes”. The ad reflects Free Thinking through the world of Fafi: the Fafinette characters drawn on the walls interact with Fafi herself and the models in the context of a cute tea-party. The SS07 Sleek Series carries her characters on both adidas Originals footwear and apparel.

FREIZEIT
Freizeit is a range all about leisure, in a tongue-in-cheek way. The heroes in this execution use their Free Thinking power in order to defy gravity. They play croquet in an unconventional way. Their Free Thinking mindset makes it possible.

ALI BY ADIDAS
This advertisement celebrates the spirit of Muhammad Ali. A true Free Thinker himself, he inspires young men, hanging out in a room, one of them watching himself in a mirror in a very serious way. Instead of seeing himself, Ali reflects in an irreverent pose.
For this campaign, a vintage image of Muhammad Ali shot by photographer Howard L. Bingham is incorporated in the layout.

RESPECT M.E.
This ad features Missy Elliott empowering young women to stand up for themselves. Being the embodiment of Free Thinking, Missy herself as 'captain of the ship' guides the girls by her inspirational leadership.

EYEWEAR & WATCHES
Two additional executions are made for Eyewear and Watches, both strong surreal ads that will surely surprise readers and invite them to find out more about the world behind these settings.