adidas: Your Future Is Not My Future

This case study details how Adidas, a shoe and clothing manufacturer, launched its Adidas Originals in its 'Your Future is not My Future' campaign in the United States.

adidas: Your Future Is Not My Future

Agency: Johannes Leonardo

Campaign Summary

This case study for the launch of adidas's Spring/Summer 2016 casual line of Adidas Originals, targets teens while introducing a new dimension to their design philosophy: the future. An integrated campaign features is a powerfully crafted video entitled "Your Future Is Not Mine" with an immediate-hit original song sung by unknown artist Daisy Hamel-Buffa that shows brand influencers—Lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed, and artist Design Butler— as they walk defiantly through a dystopian landscape towards the unknown.

  • The...

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