Following the launch of its new global platform and creative direction in 2023, adidas Originals introduces its latest campaign which continues to explore the brand’s cultural legacy by paying homage to the communities that have worn the Gazelle, Samba, and Handball Spezial yesterday and today.
The campaign shines a light on three iconic silhouettes from football culture – the Gazelle, the Samba, and the Handball Spezial. First designed for different sports, from training, to soccer and handball, since their inception, each classic has continued to make an impact across places, cultures, and movements.
Shot and directed by Vincent Haycock, and starring Carlisle Aikens, a professional skateboarder and member of the adidas Skate Team, the campaign visuals champion this timeless energy. A tableau of life seen through the story of a thousand originals, a single-take film captures a protagonist as they make their way through a street – along the way shining a light on the people, communities, identities, and subcultures that have made the Trefoil their own.
Meanwhile, a series of still images pays homage to the array of people and personalities that wear the silhouettes today – each styling them in a different way, writing new chapters for the timeless icons. Capturing the Samba, Handball Spezial, and Gazelle in a variety of locations and contexts, the story of the campaign brings to life a single shoe, worn a thousand ways.
Alongside the campaign film and imagery, adidas Originals is set to celebrate the spirit of its classic silhouettes and the people bringing new meaning to them today with a bespoke digital hub showcasing user generated content. Fans of the silhouette are invited to submit their looks by using #Samba #Gazelle and #Spezial.
