On Monday and for Spring/Summer 2025, adidas Originals announced its shift focus from celebrating its cultural legacy to inspiring future generations with “The Original” – a campaign built on the powerful premise that revolutionary change begins with just one.
Originals have always donned the iconic franchises that adidas have given to the world. At the center of the campaign are three silhouettes that have continued to chart a course for the thousands that adopted them across culture: the Superstar II, the Handball Spezial, and the Samba OG.
At the heart of this concept is the brand’s collaborative vision with celebrated director Thibaut Grevet, whose distinctive visual language has shaped the cultural landscape through his work, which like Originals itself, navigates a space speaking to sport, music and fashion alike. It takes vision, craftsmanship, and an unwavering commitment to authenticity to create something truly original — qualities that define both his work and adidas Originals’ iconic silhouettes.
Grevet brings his signature style to an evocative film that captures the essence of originality. Through his lens, we witness the power of those who inspired the thousands that followed in their footsteps—told through masterful juxtapositions where the energy of the crowd sets the stage as we find each Original in their space.
The continuation of the global creative is seen as South Africa’s trailblazers and adidas contracted partners amapiano sensation Focalistic, Singer & Song-writer Shekhinah and Gqom dj & producer Que DJ shot by Cape Town based photographer Sven Kristian, feature in the local execution of the campaign, as they showcase the ‘one’ in a thousand who stand out and lead the way to inspire the next. Shot alongside this trio were industry disruptors, soul singer Bongeziwe Mabandla, djdoowap and indie/rock band internetgirlmusic who showcased the impact of their Original within the music industry supported by footwear models, namely Superstar, Spezial and Samba.
