adidas Originals shows off its SS16 collection with the debut of its “Future” campaign, which kicks off with a short film directed by Terence Neale. The campaign aims to challenge dystopian views of the future by, well, painting a pretty dystopian-looking future.
Somewhat reminiscent of the video to Jay Z’s 2009 hit, “Run This Town,” the short film features a number of cultural creators picked out by adidas as ones to watch for the future. We see them march through bleakly futuristic cityscapes strewn with burning trashcans and dead-eyed, selfie-stick wielding goons, yet they remain completely unfazed by them – instead, they march forward resolutely, presumably towards a brighter future.
A number of pieces from adidas Originals’ SS16 collection make an appearance on the backs and feet of these creators, most notably the Three Stripes’ well-received NMD sneaker.
Watch the film above and check out the NMD_R1 PrimeKnit, the latest addition to adidas’ SS16 range.