Adidas launched the Originals Spring/Summer 2007 season in January with a series of print advertisements in international lifestyle and fashion magazines. The Free Thinker concept, developed at 180 Amsterdam, was interpreted in photographs shot by London-based photographer Nadav Kander.
This execution was created around the personality and image of French street artist Fafi. Fafi’s sexy street art often portrays “liberated young women” called the Fafinettes. Here the Fafinette characters drawn on the walls interact with Fafi herself and the models in the context of a cute tea-party. The SS07 Sleek Series carries her characters on both adidas Originals footwear and apparel.
Freizeit is a range all about leisure, in a tongue-in-cheek way. The heroes in this execution use their Free Thinking power in order to defy gravity. They play croquet in an unconventional way.
ALI BY ADIDAS
This advertisement celebrates the spirit of Muhammad Ali. A true Free Thinker himself, he inspires young men, hanging out in a room, one of them watching himself in a mirror in a very serious way. Instead of seeing himself he sees a vintage image of Muhammad Ali shot by photographer Howard L. Bingham.
This ad features Missy Elliott empowering young women to stand up for themselves. Being the embodiment of Free Thinking, Missy herself as ‘captain of the ship’ guides the girls by her inspirational leadership.
EYEWEAR & WATCHES
Two additional executions are made for Eyewear and Watches, both strong surreal ads that will surely surprise readers and invite them to find out more about the world behind these settings.