The Whitaker Group and adidas' New Campaign Is All About Authenticity
Titled “Do Not Duplicate,” the new individuality-centered initiative features exclusive styles designed in collaboration with TWG’s four retail brands.
Summary
- The Whitaker Group has announced, Do Not Duplicate, a multi-season product platform with adidas
- Honing in on individuality, DND features exclusive footwear styles created with adidas
- Thoughtfully limited quantities between 250 and 500 pairs remove mass-production from the equation
The Whitaker Group has always put storytelling and community first. The James Whitner-led collective is known for its four retail platforms: A Ma Maniére, Social Status, APB, and JAIDE, which have been united for a new campaign with adidas, titled Do Not Duplicate.
Defined as a multi-season product platform centered around individuality, Do Not Duplicate is a thoughtfully limited product tier. By developing adidas collections comprised of styles made exclusively for TWG storefronts, the two are prioritizing uniqueness. Backing this up are limited quantities of 250 to 500 pairs, removing the mass-production element from the equation.
“Do Not Duplicate is about protecting the integrity of individuality and giving people the power to choose,” shares Whitner. Rather than crafting moments scaled for systems and filling your feed, TWG is producing for the individuals within its communities.
We’ve already seen its four retail brands drop product over the past week and publish teaser videos on social media tied to the campaign, highlighting how Black creators navigate sport and culture. From here, thematic waves of short films, product, and cultural activations are scheduled to take place throughout 2026.
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