To embody the adidas philosophy with some stunning images, the German sportswear brand presents its adidas Original Is Never Finished 2018 image film. Following the idea that creativity is a constant loop that builds on the past to push to new heights, a stunning series of visuals picks up right were last year’s version ended. Through constant repetition in a metaphoric loop, the norm is then disrupted by an illustrious cast of Three Stripes heros from the worlds of music, style and sports.
adidas endorsers from Harlem rapper A$AP Ferg, music sensation Dua Lipa and Playboi Carti to Real Madrid left back Marcelo and NBA player Nick “Swaggy P” Young break out of the routine, going along with highlights from the brand’s 2018 footwear and apparel line-up. Models like the Crazy 1 ADV, adidas Prophere, EQT BASK ADV, adidas skateboarding City Cup sneaker and the 2018 adicolor collection all make appearances during the video. One of the most significat scenes involves a CCTV surveillance camera style sequence starring the adidas Prophere, in which the models interlock arms and take a knee – referencing the U.S. national anthem protests in professional sports and taking a strong stand for equality.
Translating the motto “The past empowers the future” to all aspects of the film, an updated version of Inaya Day’s 90s billboard hit “Keep Pushin” was used to accompany the imagery and brings home to message of constant iteration.
Watch “adidas Original Is Never Finished 2018″ here: