Adidas' 'Original is Never Finished' Encourages Freedom from Standards
Laura McQuarrie — January 25, 2017 — Fashion
References: youtube & hellogiggles
'Original is Never Finished' is a new film from adidas that brings together visionaries from their respective fields of music, art, skate and sport. As the name suggests, the film is meant to reaffirm the idea that an original work of art is never finished, which is emphasized by the use of a remixed Frank Sinatra song.
Some of the stellar individuals who are featured in the film are DeJ Loaf and Petra Collins, who also lensed a series of portraits for the campaign.
As adidas explains: "Our women’s crew is not promoting aggression but is on a mission. The mission to free themselves from the standards and constant social judgment. They take originality into their own hands and create their own path." With more than four million views to the video on YouTube, this seems to be a timely message that is resonating with women across the world.
Some of the stellar individuals who are featured in the film are DeJ Loaf and Petra Collins, who also lensed a series of portraits for the campaign.
As adidas explains: "Our women’s crew is not promoting aggression but is on a mission. The mission to free themselves from the standards and constant social judgment. They take originality into their own hands and create their own path." With more than four million views to the video on YouTube, this seems to be a timely message that is resonating with women across the world.
Trend Themes
1. Rejection of Mainstream Standards - Consumers are rejecting established norms and embracing individuality, creating opportunities for brands to promote messages of self-expression and personal creativity.
2. Celebrity/influencer Partnerships - By partnering with well-known figures in multiple industries, brands can reach a wider audience and strengthen their credibility among consumers.
3. Social Activism Marketing - Consumers are increasingly drawn to brands that take a strong stance on social issues, presenting an opportunity for companies to create marketing campaigns that align with their values and help effect positive change.
Industry Implications
1. Fashion/apparel - Brands in the fashion and apparel industry can benefit from promoting individuality and self-expression, as well as partnering with celebrities and influencers to expand their reach and consumer base.
2. Sports/activewear - Companies in the sports and activewear industry can embrace social activism and take a strong stance on issues that matter to their consumers, as well as promote originality and creativity in their products and marketing campaigns.
3. Art/entertainment - By collaborating with artists and musicians, companies in the art and entertainment industry can create innovative and inspiring content that resonates with consumers and helps promote their brand identity.
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