ADIDAS ORIGINALS FORUM CAMPAIGN
In the ‘80s, culture-movers chose the Forum for its unique look and status. For the NAM focus of the re-launch, adidas Originals partnered Subjekt to establish the forum as a staple and symbol of expression.
Art Direction & Design
INTRODUCTION TO A FUTURE ICON
To re-introduce this future icon, we concepted and executed a bold campaign leveraging the creativity and energy of Gen-Z and elevated this through a sharp art direction that undoubtedly stamped adidas as the brand, while letting the unique personal styles remain the focus.
ARTIST COLLABORATION: JACK GREER
For our global launch, based out of NYC, we partnered with Jack Greer of Iggy NYC and provided him a platform to creatively express himself with Forum as the conduit. We collaborated with Jack on everything from photography to design to casting (Sasha, Kei & Laurence) and styling, providing direction to steer the project while, giving Jack and the crew a wide net of flexibility, for true authenticity.
We positioned the Forum with key Gen-Z creatives, showcasing a breadth of diversity, genres, and styles, with a focus on creativity, community, and social influence. To activate, we engaged creative communities to provide us a look through their personal lens, showing their unique and diverse styles. Collaborating with a curated group of Gen-Z artists and creators, we empowered their natural artistic style to drive our art direction and campaign styling.
The campaign conversation was launched through our partner’s channels to drive credible and organic energy leading up to the brand launch. Key City Activation guidelines were developed to engage and activate select Gen-Z micro-communities globally to naturally expand the campaign with a regionally targeted approach.