Remarkable Question

How do you return a brand to its glory days of the ‘80s?


The challenge was to reinvigorate the status of adidas Originals’ as the leading sports-inspired brand and help them claim their rightful and relevant place in culture.

Originals had huge streetwear credibility because they were the first. However, they were stuck in the past—seen as a retro product line instead of a powerful brand of their own.

As one of the most iconic athletic companies, adidas found themselves falling behind in a world where athletic wear was becoming fashion-forward. They needed a strategy to relaunch adidas Originals in a crowded athletic category, but also an even more crowded fashion category.


Celebrating and enabling originality is not enough–adidas must become a creator to truly stand for originality.