Adidas X Life Style Sports: Generations of Originals

The brief

Adidas is a footwear behemoth that has built on its cultural *ahem* footprint, with every passing decade. With this campaign, they wanted to show how their Club Originals have shown up over the years to an Irish Gen-Z audience that might need reminding of their storied history.

Our Role

  • Creative
  • Culture
  • Digital
  • Films
  • OOH
  • Studio
View The Project

This campaign was a case of Reeling In The Years through the medium of Adidas’ line of iconic trainers, and showing how different Irish communities got their kicks (and wore them), back in the day.

From the 80’s explosion of breakdancing to the football mania of U.S.A. ‘94, our spot seamlessly brings the viewer on a journey that shows Adidas trainers have been around the block more than once, and have been interwoven into the fabric of Irish life (and clubbing) for decades.

We also needed a shop assistant who had previous when it came to showing the world a different era, so who better to steer our starry-eyed shopper through the various ages of Adidas than Derry Girls’ Jamie Lee O’Donnell.

The end result is a spot that makes our target audience want to roll back the years themselves, even if they were just a twinkle in someone’s eye when these cultural moments actually took place.