To
re-launch one of its most iconic shoes, adidas Originals kicks off the New Year
with a global campaign questioning what it means to be a superstar in 2015.
When the Superstar shoe was first launched by adidas back in 1969, the word
'Superstar' was unambiguous. Today, the word has been corrupted to the point of
confusion and this year adidas Originals sets out to question what it truly
means to be a superstar, flipping the theory of what society believes to be
'superstardom' on its head.
"Social
media has completely redefined the concepts of self-expression, originality and
creativity and throughout 2015, the campaign will question the need for
external validation and celebrity worship. The campaign is aimed at inspiring
creative courage without the need for external validation, and makes it very
clear that whether it's 1969 or 2015, there is no short cut to being a
Superstar," says Fabrizia Degli Esposti, adidas Originals Brand Marketing
and PR Specialist.
The
global campaign launches with a 90 second film, directed by Karim Huu Do and
featuring David Beckham, Pharrell Williams, Rita Ora and Damian Lillard, each
revealing that being superstar is not what you think it is. For Pharrell, the
meaning is clear: "It's not about the number of views, likes or
shares". While Rita Ora says, "It's not about walking down red
carpets, talking to reporters and waving at fans." Whilst these
'Superstars' have all had different creative journeys, their original
motivations from when they started out remain intact. They weren't chasing
fame; fame was a by-product of their dedication and hard work.
The
short film forms part of a year of tributes to the shoe that started a
movement. In addition, adidas Originals has introduced the iconic Superstar
model in its original form for the Vintage Deluxe Pack. "The Superstar
Vintage Deluxe is a fitting homage to what is arguably the most iconic sneaker
design of all time. From its origins as humble sporting equipment all the way
through to its current stature as a global streetwear staple, the Superstar is
regarded as the shoe that started a movement and has a rich history that belies
its simplicity," adds Degli Esposti.
The
adidas Originals Superstar has gone on to achieve truly legendary status when
it transitioned from the courts to the streets in the late 1960's. It has been
a mainstay of street culture ever since, representing creativity and diversity
across the world. adidas Originals fans can expect to see a number of Superstar
products and artist collaborations throughout the year, marking the next
chapter of the Superstar legacy.
Watch
the short film from adidas Originals on what it means to be a Superstar in 2015:
http://a.did.as/superstarfilm
For
more information on the campaign visit www.adidas.com/us/originalsuperstar.
Follow
adidas South Africa on Twitter (@adidasZA) and Instagram (adidasZA).
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