Original is never finished – adidas Originals redefines “original”
adidas Originals launches Original with a new film Original is never finished, featuring visionaries from the worlds of music, skate, sport, style and art. Reaffirming the notion original is never finished, the film features a remix of “My Way” by Frank Sinatra with a provocative, reimagined approach to today’s streetwear culture. With a multi-generational cast including Snoop Dogg, Dev Hynes, Stormzy, Mabel, Kareem Abdul-Jabbar, Brandon Ingram, Petra Collins, Gonz, Lucas Puig and more, adidas Originals re-interprets its own classics and now turns to a new generation of creators and inspiring them to redefine the meaning of originality.
After inspiring creators to create for an audience of one with the “Superstar is not what you think it is” campaign, then inspiring them to take the future into their own hands with the “Your future is not mine” campaign, the Original campaign pulls from a litany of past creations to unshackle a generation burdened by how many ideas have been done before, with “Original is never finished.”
If you push something far enough, it becomes original again, is the message. And at the heart of it is a radical remix of the much-used “My Way” song, popularized by Frank Sinatra. But the re-birthing of old creations does not stop with the track. The film itself is littered with re-interpretations of everything from Botticelli’s Birth of Venus to Snoop Dogg’s Doggystyle album cover.