Adidas’ latest video ad reiterates creative credentials
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Adidas’ latest video ad reiterates creative credentials

Adidas has engineered a renaissance in recent years through carefully crafted messages of uniqueness, authenticity, and originality. After its glory years in the 90s, the brand fell somewhat by the wayside, and became one of many trainer-makers that “weren’t Nike”. But a repositioning of the brand, along with the celebrity-endorsements from creative icons like Kanye West and Snoop Dogg, has turned Adidas’ fortunes around. Nowhere is this approach more obvious than Adidas’ latest video ad: “Original is never finished”.

See Adidas’ latest creative spot here:

The spot has been watched nearly thirteen million times in under a month, and was recently featured at the Grammys. It stars a number of iconic creative influencers, including hip-hop artists Snoop Dogg and Stormzy, basketball star Kareem Abdul-Jabbar, and artist Petra Collins. Set against a remix of Frank Sinatra’s classic “My Way”, the video combines motifs of dystopia, revolution, and non-conformity.

This artistically impressive piece of film is still geared to shifting shoes, though. In this case, it’s looking to popularize a re-launch of modernized EQT trainers. A design first debuted in the 90s, which will go back on sale later this month.

Alegra O’Hare, vice president of global communications at Adidas Originals & Core, said:

"We have in the past challenged 'outward'-facing concepts like what it meant to be a superstar, or the dystopian notion of the future. For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original." 

The hipsterish, retrospective, vibe that Adidas is creating helps it to position it as “the thinking consumers’ Nike” – a potentially enviable piece of branding, when Millennial trends to environmentalism, geek-culture, and non-conformity (whether to gender stereotypes or 9 to 5 working conditions) are taken into account. In any case, it seems to be working: in 3Q2016, Adidas reported a 20% rise in North American sales, and now accounts for roughly 9% of the U.S. athletic footwear market.

Disclosure
Dominion holds Adidas in its Global Trends Luxury Fund.


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