“With the 2018 chapter of Original Is Never Finished, we were inspired first and foremost by the theme of complacency, which is by far the very thing that blocks creativity,” explains adidas Originals Global Communication VP Alegra O’Hare via press statement. “We wanted to give a whole new meaning to the idea of being never finished. We were fascinated by our own repeated behaviors, and once we disrupted the routine it gave us the freedom to explore the unexpected. The idea of doing things over and over again, is reflected in the repition of images throughout the film and this adidas Originals “wheel of life” releases the creativity and energy of a new generation of creators including Florencia Galarza, Adrianne Ho, and A$AP Ferg, who embody the lyrics of the 90’s billboard hit ‘Keep Pushin,’ a chant to inspire all creators to do the same.”
You can check out adidas Originals’ “Original Is Never Finished” campaign video above. Besides its latest promotional effort, adidas Originals has also been busy promoting the new Yung1 and a “very limited” UltraBOOST collaboration with Reigning Champ.