adidas Originals

When Johannes Leonardo & adidas approached us with an exciting project to highlight three of their iconic shoes ahead of Fashion Week 2023, we recognised the opportunity to create something truly special.

Our task was clear—find iconic archive footage that grounds the film in history and showcases the global influence of adidas shoes within a wide variety of subcultures. We embarked on a journey through an array of archive sources, spanning decades. From vintage shots of 60s athletes sporting the initial shoe designs to candid conversations with Run DMC about their cherished adidas kicks, we explored textured glimpses of 80s Japan, 90s New York skate culture, and the evolving role of these shoes in fashion culture.

The outcome? Three captivating films that exude authenticity and genuine engagement.

This case study highlights the benefits of using archive content and how seamlessly blending it with live action enhances authenticity. The workflow was a streamlined collaboration between Director, Agency and The Director Studio.

Finally, our clearance team diligently handled the complexities of the content clearance, ensuring the material’s commercial usability.

We’re ecstatic to have worked on this project and blown away by the results.