adidas Originals introduces its latest campaign which continues to explore the brand’s cultural legacy by paying homage to the communities that have worn the Gazelle, Samba, and Handball Spezial.
The campaign shines a light on three iconic silhouettes from football culture – the Gazelle, the Samba, and the Handball Spezial. First designed for different sports, from training, to soccer and handball, since their inception, each classic has continued to make an impact across places, cultures, and movements.
Shot and directed by Vincent Haycock, and starring Carlisle Aikens, a professional skateboarder and member of the adidas Skate Team, the campaign visuals champion this timeless energy. A tableau of life seen through the story of a thousand originals, a single-take film captures a protagonist as they make their way through a street – along the way shining a light on the people, communities, identities, and subcultures that have made the Trefoil their own.
Meanwhile, a series of still images pays homage to the array of people and personalities that wear the silhouettes today – each styling them in a different way, writing new chapters for the timeless icons. Capturing the Gazelle, the Samba, and the Handball Spezial in a variety of locations and contexts, the story of the campaign brings to life a single shoe, worn a thousand ways.
Alongside the campaign film and imagery, adidas Originals is set to celebrate the spirit of its classic silhouettes and the people bringing new meaning to them today with a bespoke digital hub showcasing user generated content. Fans of the silhouette are invited to submit their looks by using #Samba #Gazelle and #Spezial.
In Malaysia, adidas Originals is collaborating with local creators such as skateboarder and artist Cik Manggis and digital content creator Gigi Cheoh. The former is a member of the iconic all-female De Fam group who launched their debut almost a decade ago, and have been dominating the national music charts ever since. Cik Manggis has also expanded her talents to include acting, skateboarding, and football, further showcasing her versatility and passion beyond music. Meanwhile, Gigi Cheoh, hailed as the “Queen of Transitions,” was a nominee in the 2023 TikTok Awards in the “Popular Creator” category. She continues to captivate Malaysians with her exceptional video editing skills, winning hearts and garnering nationwide attention.
These collaborations highlight adidas Originals’ commitment to supporting local talents who embody the true spirit of creativity and individuality, while also amplifying their voices and impact within their communities.
Additionally, adidas is also organising a Made For You T-Toe Sneaker Customisation Workshop at the adidas Brand Centre Sunway Pyramid on 13th April (2pm – 3pm) and at the adidas Brand Centre Pavilion, Kuala Lumpur on 14th April (2pm – 3pm). To participate, purchase any of the three silhouettes Gazelle, Samba or Handball Spezial, and sign-up via the registration form. A total of six participants will be selected for each session, on a first come first served basis.
The latest iteration of adidas Originals’ “1000 Back” campaign arrived on March 26th. Stay up to date with the latest information on @adidasmy.
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