The adidas brand has been around since 1948. The adidas Originals is really fun. What is fascinating to me is how some of the older running product resonates with teenagers and young adults.
The other lesson is this. The key influencers know authenticity. adidas is authentic.
The challenges with fashion is that it suggests a short time frame.
This season, adidas Originals dives into the archive to (re)introduce the 2000 Running collection. Comprising one-to-one remakes of some of the millennium’s most iconic running silhouettes alongside a brand-new look, the collection definitely connects an era now to an era then.
Three distinct silhouettes – relics of yesteryear, reborn for today – make up the selection. First, the brand new Ozmillen sneaker takes inspiration from the iconic Ozweego, drawing on the unmistakable aesthetics of the timeless 2000s era with metallic overlays, mesh uppers, and a two-tone color palette, infusing modern-day Adiplus cushioning to take the past firmly into the future. Next, the Response CL pays home to the experimental spirit of our archive, boasting ventilating mesh segments, synthetic elements, a raw two-tone color palette, and an EVA cushioned midsole. Rounding out the selection is the adiStar Cushion – one of the most recognizable silhouettes of the 2000s. As futuristic now as it was back then, the sneaker features a breathable mesh upper, reflective details, metallic elements, and Adiprene cushioning.
Accompanying the launch of the collection is a campaign entitled “Two Thousand Stories,” which pairs two era-defining creatives from today and yesterday to tell the timeless story of Adidas’ place in culture. Culminating in a dynamic visual conversation, British photographer Ewan Spencer, who rose to prominence in the late 90s and early 2000s, and contemporary image maker Sophie Jones come together to capture a cross-generational cast. The result: Two Eras. Two Photographers. Two Generations. One Campaign.
Launching on January 22nd, the adidas Originals 2000 Running collection will be available on adidas.com , through adidas stores, and via select retailers.