Watch Kareem in this Spot: Adidas’ Past Creates Its Future (VIDEO)

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Adidas is doing it its own way—and it’s working. As part of the relaunch of its EQT shoe line, the footwear brand is debuting a global campaign centered around the idea of originality and creation. On Wednesday, the company introduced a 90-second film “Original is never finished,” which features a mix of modern creators such as Snoop Dogg, hip-hop artist Stormzy, basketball star Kareem Abdul-Jabbar and artist Petra Collins, set to the classic crooning of Frank Sinatra’s “My Way.”

“We have in the past challenged ‘outward’-facing concepts like what it meant to be a superstar, or the dystopian notion of the future,” explained Alegra O’Hare, VP-global communications at Adidas Originals & Core. “For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original.”

Read more at adage.com

 

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