Ad campaigns are an important part of selling products, but with its new “Future” campaign, Adidas is hoping to do more than just inspire customers to pull out their credit cards.
The campaign is accompanied by a film titled “Your Future Is Not Mine,” and was directed by Terence Neale. It features seven artists and cultural influencers: Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.
The brand says the goal is to encourage people to “create their own future despite all the predictions society lays upon them.”
The word “future” is struck through with Adidas’ signature three stripes as a symbol for refusing to accept what others push on us.
“[Last year was] fantastic for our brand, from both a business and communication point of view,” said Alegra O’Hare, senior director of brand communications for Adidas Originals. “We are looking forward to this new progressive campaign which embodies all of our brand’s values, like community courage and creativity.”
The campaign will appear in print, outdoor and in store displays.
Watch the campaign video below.