Kendall Jenner, 21 Savage, James Harden & More in Adidas “Original is Never Finished 3” Campaign
Today, Adidas dropped its latest Originals campaign and it features for the first time 21-year-old, Kendall Jenner.
The supermodel looks effortless and gorgeous in the edgy advertisement for the sports luxe brand as she lays in a glass covered hibernation pod, nodding to a rebirth of the brand with a new generation.
Kendall isn’t the only face of Adidas “Original is Never Finished 3” campaign, She stars in the campaign video along with NBA player James Harden, 21 Savage, Young Thug, and newly-inducted A$AP Mob member, Playboi Carti. This stylish mix will definitely bring a much-needed freshness to the well-executed, conceptual campaign.
Alegra O’Hare, Vice President of global communications for Adidas Originals & Core, according to Adweek described this ad and another set to launch in China as “re-interpretations” of the larger campaign, which has been the brand theme for Originals in 2017. She said
James Harden. Playboi Carti. 21 Savage. Young Thug. What do they have in common?
They are all up-and-coming stars whose creativity has helped them stand out in an increasingly schizophrenic world. In short, they did it their way.
These personalities come to life in the third chapter of Adidas Originals’ “Original Is Never Finished” campaign by creative agency Johannes Leonardo. The first ad in the series saw Snoop Dogg salute Sinatra’s classic ode to independence and the second chapter in the series remakes the first ad, but with an all-female cast. The brand new spot includes twists on many of the same images including Botticelli’s “Birth of Venus,” now embodied by … you guessed it … Kendall Jenner.
Unsurprisingly, chapter three is every bit as intense and colorful as its predecessors.
“It’s a continuation of a story that started in 2015,” said Leo Premutico, chief creative officer for Johannes Leonardo. “What the three stripes campaign is about is removing the mental barriers that keep creators from producing their best work and being true to themselves.”
“Kendall Jenner’s courage is something we wanted to celebrate,” he added, citing the media pressure that surrounds the reality star and other often-criticized celebrities like Harden. Coming back to the brand philosophy, Premutico said, “If you look at adidas design philosophy, the shoes are a living, breathing demonstration that this company believes in constant reinterpretation.”
Watch the campaign video
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