adidas Originals Gives a Bleak Glimpse of the "Future"
Featuring Luka Sabbat.
adidas Originals have released an ad-turned-short-film to promote the release of its “Future” campaign. Instead of a collaborative line with the Atlanta rapper of the moment, however, the German brand has challenged its audience by presenting a grim vision of the future as informed by technology, vanity and pollution. Directed by Terence Neale, the film features influencers like Luka Sabbat roaming a dystopian hell-scape populated with fumigated green houses, VR sex parties and legions of mannequin-like models wielding selfie sticks. The youthful elite keep their backs to the camera for the most part, marching forward with resolve toward a presumably better future. The vibe is very much in line with Apple’s infamous “1984” ad spot directed by Ridley Scott, adapted for a sportswear and apparel market.
The film features looks at some of adidas’s upcoming apparel collections, as well as the newly-released NMD and Tubular Doom models. For more on the Trefoil, check out the brand’s collaboration with White Mountaineering and its innovative approach to activewear.
