Rediscovering Heritage: Adidas Originals' Approach to Sneaker Culture
Adidas Originals is embarking on a journey of reinvention.
With a legacy spanning 51 years, Adidas Originals is strategically refocusing its efforts on beloved classics like the Samba and Gazelle, which have surged in popularity, eclipsing even Nike's iconic Dunks as the footwear of choice among the youth and trendsetters over the past year and a half.
Torben Schumacher, global senior vice president and general manager of Adidas Originals, basketball, and partnerships, revealed the brand's vision: "Our aim is to introduce the rich heritage and storied history of Adidas Originals to a new, younger audience who may be encountering these iconic products for the first time."
Under the banner of “We gave the world an original. You Gave Us a Thousand Back,” Adidas Originals' campaign will spotlight the diverse subcultures that have embraced sneakers throughout the years. For instance, the Superstar, initially crafted as a performance basketball shoe, found new life in the casual realm, championed by hip-hop luminaries like Run-DMC.
This campaign represents more than just a marketing push; it's a celebration of the enduring influence and cultural resonance of Adidas Originals. By bridging the past with the present, Adidas aims to forge deeper connections with a new generation, ensuring that these timeless sneakers continue to inspire and captivate for years to come.
